One thing I know about mobile marketing in South Africa is that advertising agencies are missing out on the most measurable marketing and customer research tool ever! Having visited and spoken with many major agencies around the country, I am aghast at how completely unknowledgeable and in some cases, deeply in denial advertising agencies are about the magnitude of their disregard. Despite evidence and success stories that some brands and businesses have shown in the past year, advertising agencies are still not integrating mobile marketing, advertising, social networking and promotional tools into their strategies.
Knowledge, or a lack of it is to blame as far as i'm concerned and maybe there is not enough dialog and resources available to all levels within agencies. I for one have seen only a few conferences offered and always attended by other mobile industry people, which kind of defeats the object.
I would love to know what the case is within agencies and the dynamics at work that make mobile marketing with its unlimited options in the social networking space undesireable to agencies.
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