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.