Post on 09-May-2015
description
Mobile Marketing in India
JAY VIKRAM BAKSHI
The Attention is ShiftingMOVING FROM ERA OF THE WEB TO ERA OF THE STREAM!
Message is the Medium
Shift to the Stream
1992 1996 1999
2004 2006
Web pages and Web search no longer the centre of online activity and attention. It is messaging and streams!
From Documents to Messages
With Web, pendulum swung from messages to documents. With social media, the pendulum is swinging to messaging again.
Social messages and notifications messages are starting points for the Web - coming to us from - social networks, content providers, and social apps.
From Search to Social
Consumers are spending more time in social sites like Facebook, Pinterest, and Twitter than on search engines or content sites.
In December of 2011, ComScore reported that social networking ranked as the most popular content category in online engagement, accounting for 19% of all consumer time spent online.
So, the Web has Changed
Top 50 sites were getting almost as much traffic from Facebook as from Google.
December 2012
What are the Challenges?
Noise is IncreasingIN THE 90S, EMAILING OUT A PHOTO OF THE INTERESTING TACO YOU’RE HAVING FOR LUNCH TO EVERYONE YOU KNOW WOULD HAVE BEEN CONSIDERED HIGHLY SPAMMY BEHAVIOR.
IN 2012, WE CALL THAT ‘FOODSPOTTING’ AS WE HAPPILY SEND OUT PICTURES OF OUR LATEST CULINARY ADVENTURE ON MULTIPLE DIFFERENT SOCIAL NETWORKS AT ONCE.
Spam is the New Normal
With check-ins on Foursquare and pinning things on Pinterest, activities that used to be considered noise have somehow started to be thought of as signals.
Why? Because they are instant and require no investment or thought.
Notifications Overload We’re getting many types of notifications!
◦ When people follow us◦ When we’re tagged in photos◦ When people want to be friends with us◦ When friends check-in to various places◦ When people are near us◦ When our flights are delayed◦ When our credit scores change◦ When things we ordered are shipped◦ When there are new features in apps we use◦ When issue tickets are filed or changed◦ When files are shared with us◦ When people mention or reply to us◦ When we have meeting.◦ When we have unread messages waiting for us in a social network
The list is ENDLESS!
Threaded Engagement
Signal-to-noise ratio of messaging channels is going to become increasingly bad as volume increases.
In the case of social media, this has started. And when this happens completely, people will simply stop engaging.
When engagement falls the entire premise of social media will start to fail.
A Forrester Research cites a recent study that found that 56% of time spent on social media is wasted.
LearningsAlways ON
Location: anywhere, everywhere
Occasion: why do they care, why would they share?
In the Stream, in the consciousness
So how will mobile marketing work?
Ecosystem
Serve Consume
Agencies
ServicesContent Providers
App Developers
OEMs
Telcos
Mobile Users
Create
Audience Demographics
SOURCE: VSERV.MOBI & MOBILE MARKETING ASSOCIATION
Age
Gender
Education
Consumption Behavior
SOURCE: VSERV.MOBI & MOBILE MARKETING ASSOCIATION
Content
Mobile Ads
Opportunity60 percent of
the mobile Internet
users in India are below 24
years
Higher than the Southeast Asia
user base which stands at 47
percent
Almost half of mobile Internet
users in India are highly educated
Armed with graduate or
postgraduate degrees
A majority, almost 70 percent of India's mobile Internet user base belongs to the affluent
earning class.
Mobile Internet users frequently eat out, watch movies and go
shopping, indicating higher
disposable income & affluence
Better pool of potential
customers
Indian consumers love mobile ads
Brands leveraging this consumption
behavior drive higher
engagement & recall
Unlike other countries where
RoI on mobile advertising is very low, in India this
might not be true
Mobile ad spends in India recorded a growth of 60 % to reach ₹300 crore; predicted to grow over 43% in 2014.