Mobile marketing came under the scanner at a conference on mobile conversation that was held in the Capital on Friday, June 13. Organised by agency faqs, and sponsored by One 97, the conference provided a platform for key speakers to share their thoughts on mobile conversations. The conference focused on the role that the mobile phone can play in the media mix, being the most personal and interactive of mediums.
Key speakers at the seminar included Vijay Shekhar Sharma, One 97; Gopal Krishnan, Co-Founder & Head of Corporate Development & Strategy, mobile2win; Ajay Gupte, Business Head, North and East Zone, OnMobile Global; Sujai Srivastava, Deputy General Manager, Reliance Communications on WAP and applications; Salil Bhargava CEO, Jump Games; and Gautam Chhatwal, Associate Director, Marketing, Jump Games.
Delivering the opening remarks, Krishnan said, “Every advertiser has to reach four million homes. We need to incubate Internet on the mobile phone, but that’s not possible without the cooperation of telecom operators. Telecom operators maximise every reach, and it is going to be an ecosystem that evolves. The challenge is that mobile marketing is not a VAS product. Please don’t call sending SMS messages as mobile advertising. There are other avenues of mobile advertising that we need to explore.”
Speaking on advertising options on SMS, Krishnan said, “The niches in mobile marketing are SMS, voice, video, mobile, web search, advertorials and sponsorships. Internet advertising is 6 per cent of the advertising market worldwide. The main stream used is TV. Today, agencies’ brand communication is way beyond what you have in the digital space. Digital space has to provide agencies sophisticated brand tools. But there is problem of Internet penetration in India.”
Ajay Gupte said, “There are many advertising opportunities in SMS and Voice, but a 5-star medium is a utopia. There are mobile platforms available for advertising, but the question is, is your medium measurable? By using a mobile medium, we can target every individual and we can also know the number of SMS sent. There are advertising platforms in voice available like branded caller tune.”
According to Salil Bhargava, “Advergaming is a fun way of reaching the consumer. It’s a new approach to interactive marketing. An advergame has brand related images within the game and is free to download. There is increased customer loyalty today with 66 per cent players returning to these games. There are multiple avenues of a brand exposure like presentation of a game by a sponsor and brand placement inside the game.”
Bhargava added, “In-game advertising is the simplest and most common form of advertising. There is integration of brand, slogan and jingle. There is increased brand recall in the download process. Lots of advertisers use this as an opportunity as consumers are staring at the screen. Mobile gaming is the fastest growing segment in the advertising industry today. Mobile gaming is expected to generate revenues of $9.34 billion worldwide by end of 2008. Asia Pacific is fastest growing market for mobile gaming. Some examples of advergaming are the Thums Up Challenge and Coca-Cola Speed Gaming.”
Sujai Srivastava said, “We have done mobile advertising for clients on Reliance like Fair & Lovely scholarship campaign, which was given to 300 women. Kissan Campaign, which emphasised on what to do more with Kissan; and the Coca Cola Jashn Mana Le campaign. We also did some campaigns for the insurance sector like Tata AIG and ICICI.”