Given the amount of time spent on smartphones, delivering mobile experiences that are relevant, timely and engaging are key for the future of mobile advertising. At present, the business of mobile-based marketing is not more than 3 per cent of the total marketing budget and only the business made by the channel will decide the acceptance of such advertising among the Indian audience.
Experienced marketers, including Samar Singh Sheikhawat, Senior Vice President, Marketing, UB Group and Atit Mehta, Head of Media Services – South Asia for Unilever South Asia, Hindustan Unilever believe that by 2015 the ad spend through mobile will reach 10 per cent.
Citing the growing importance of smartphones, Dilip Mistry, Co-Founder and CEO, Semusi emphasised on location-based applications and advertisements, where apart from the basic knowledge of the person, smartphone can be a storage of personal data and allow the most significant information to come in the form of advertisements.
Agreeing with him, Mallika Shankarnarayan, Human Experience Strategy Director, P&G Asia remarked, “Smartphones are becoming a part of people’s daily lives. However, segmented flow of information and personalisation is only possible when mobile marketers know their customers in person, and only based on that information should be served along with advertisement.”
Further emphasising on the relevance of content awareness in terms of time, location and identity of the smartphone owner, Mistry said, “If a smartphone identifies the user’s location and tells him about the nearby fine dining places one can visit, that’s fine. But if that information along with advertisements is provided during one’s morning walk or to an elderly diabetic patient, is that phone smart enough?”
Sheikhawat, Mehta, Mistry, and Shankarnarayan shared their views on mobile marketing and its different opportunities and challenges at the MMA India Forum 2013, organised by the Mobile Marketing Association in Gurgaon on September 5, 2013.