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Mobivity is the future for brand advertising

12-October-2017
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Mobivity is the future for brand advertising

With mobile fast becoming the preferred screen, creatives in mobile become increasingly important to grab the fleeting attention of consumers. Personalisation, short form videos and the agility to adapt to the always changing scenarios can define a winner in the mobile marketing world. Mobivity, i.e mobile creativity, plays an integral role in wooing the consumers. Marzin R. Shroff, MD & CEO, Eureka Forbes Ltd. shed light on the same at the Maddies Awards 2017 held by exchange4media.

“We built our business through long-term relationships,” said Shroff as he pointed out how smartphones have been rearranging our lives and improving relationships. He opened up on how the device has changed the way his own company does business and operates. “It is the life-plug of everything we do,” he asserted.

Shroff said that it is not uncommon for a single customer’s complaint to go viral on social media. He also spoke about the mobile app called ‘Joys of selling’ used by his company’s sales persons which also helps them with referrals, feedback and more. “It is a training, engagement and monitoring platform that performs so many tasks, all at once,” he shared.

He also elaborated on how mobile apps can help in the survival of a business and how ‘Mobivity’ can be attained in immersive and creative ways. “We make the use of augmented reality (AR) to give our customers demos,” he shared as he discussed how integrating technology and using the device for the best could make an undeniable difference to businesses.

Shroff went on to speak about how his own company has combined mobile, technology and creativity to launch the first smart purifier in the world. “There are so many interesting things happening in technology which wouldn’t have happened without the mobile,” he said and made a strong case for the importance of mobile creativity to create brand experiences.

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Prior to joining Madison PR in 2012 Chaudhary was Group President Corporate Communications at Reliance Industries Limited.