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Marketers on how to crack the 'mobile-first' approach in India

02-May-2015
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Marketers on how to crack the 'mobile-first' approach in India

Mobillion 2015 hosted a panel discussion titled ‘The Mobile-First Approach for a Mobile-First Market’. Arnab Mitra, Managing Director, LIQVD ASIA, Ashutosh Gupta, Director, Marketing Solutions, India, LinkedIn, Nilay Arora, Vice President Marketing & Business Head, India, WeChat, Sagnik Ghosh, Head Marketing, Axis Bank were part of the panel, which was  being moderated by Dhanashree Sant, Head-Digital, JWT India.

The panellists touched on important issues and discussed how their companies are innovating on mobile to reach out to the right customers and engage with them.

Arnab Mitra spoke about the difference in the way mature markets and the others look at mobiles. According to him, mature markets are concentrating on giving more power in the hands of the consumers and they don’t look at it as a ‘cost’, unlike other markets.

Speaking about the need to comprehend where the audience is, Nilay Arora felt that the biggest challenge in our country is that we are diverse and scattered across, so it is hard to distribute a piece of innovation. We need to understand where the audience is spending their time and thus countries like India, China and mass markets are evolving and a lot more advertisers need to look at it.

Adding to it, Ashutosh Gupta said, “More than anything else, as advertisers and publishers, there is a need to focus on the decision journey of the customers and stay in it. Also there is a lot of discussion on who these customers are and that mobile content is usually being consumed by the younger generation. But I would like to say that there is an equal usage of mobile across different age segments.”

Hindustan Unilever started the missed call phenomenon with its ‘Kan Khajura Tesan’, which was a huge success. Answering to the question on whether the missed call phenomenon has stopped other things from happening, Sagnik Ghosh elaborated, “As a bank, we cater to a variety of audience and missed call is one of the way in which brands are reaching out to their customers. Thus we straddle across various segments and look at their ways of consuming content. We have also tried the missed call thing and have got good feedback. So I won’t say that missed call is kind of dominating everything, but it is actually a great way to discover so much of content, without having to go anywhere.”

Speaking about how does WeChat manage their business without being intrusive, Arora said, “On our platform, it is more like you follow a brand by ‘choice’, rather than the platform ‘pushing’ it. There are few guidelines for brands, where they are not supposed to contact the customers more than once a day, so that there is no Messaging Blast. Also no unknown customer can add you until and unless you consciously follow them, in the similar way, no brands can write to you, unless you follow them.”

Talking about keeping mobile design in mind when creating apps, Ghosh added, “The usage is very different, when someone is visiting my site from a desktop vs a mobile. On mobile, a person would like to know, where are the nearest ATMs or the nearby offers, so our design is also very feature-based. Therefore, it is very important for advertisers and marketers to understand what people are doing in the different platforms. It is not about creating the app, but also sticking to the purpose and engaging the audience.”

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