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Flip through any industry magazine these days and youre sure to stumble
upon the debate related to the power of mobile marketing. Typically these
debates tend to be polarizingeither its the future or its all unnecessary
hype. The truth is - It is a powerful new tool in any marketers arsenal given
the role mobile plays in our consumers life. The power of this medium will
depend on how marketers intend to intelligently use it.
Mobile today is a thread that is connecting many varied profile of users across
India who use it very differently given their needs. At the top of the pyramid
are users who use mobile to be always connected to the net even when on
the go. And at the bottom of pyramid are new users who were not touched by
wired telecom- rural users who are coming into the fold thanks to wireless
telecom; and also lower SEC audience who are connecting to the Internet
now that they have a cost device they can afford unlike the expensive PC.
The mobile Internet users are part of a demographic chased by all leading
brands. They are young and urban. 70% Mobile Internet users are between
20-34yrs. 46% are from the top 8 cities.
conventional media in most rural markets. 2013 witnessed a huge 5.3 times
growth over 2012 and nearly 47 times over 2010. Falling prices in handset
and telecom plans is driving this growth. Mobile phones will become the
gateway for rural Internet journey as the telecom infrastructure connects more
and more villages in India.
The changing perceptions
Marketers are starting to take to this medium in an encouraging way. Mobile
marketing spends in India is estimated to grow exponentially in the next few
years. But more important than spends will be the way marketers evolve to
use this new medium intelligently. With Mobile gaining prominence as a
purchasing device and m-commerce predicted to take off in a big way, the
implications are huge. Every piece of data that makes targeting more
intelligent and more discerning on Mobile will help brands reach out to the
right audience in a streamlined manner that other media cannot.
Segmentation, localization and contextualization will make for an exciting
proposition that will open up a new era of highly targeted and highly relevant
advertising that may push marketers to adopt a mobile-first approach.