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Mobile needs domestic solutions: Yateesh Srivastava

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Mobile needs domestic solutions: Yateesh Srivastava

Mobile has come a long way – from missed calls, it has now led to extraordinary forms of marketing.

The strength of the medium is that the consumer will not touch the communication created by the brand if she is not interested. So, if the proposition is strong, the consumer is bound to get affected, shared Yateesh Srivastava, COO, Aegon Religare.

He further said that creating experiential marketing on mobile is important.

Srivastava expressed that brands cannot run away from mobile anymore. However, the medium is too new and requires time to grow. New technology has now come up wherein one can enable user identification and geography-related communication. The ecosystem is now changing. Data is now more important than ever before.

He pointed out that there are also challenges in India in terms of diversity in languages. As players look at domestic solutions, mobile will grow and soon be ‘the’ medium.
Srivastava shared his thoughts at the MMA Jury Meet, which took place in Mumbai. The Smarties India 2013 winners will be recognised at an awards ceremony at Leela Kempinski, Gurgaon, India on Thursday, September 5, 2013.

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