In his keynote speech at the India edition of the MMA Forum 2014, Ashutosh Srivastava, Chairman and Chief Executive Officer Asia Pacific & Global Growth Markets at Mindshare, urged marketers that mobile was the medium that they needed to invest in today. “Let’s stretch the imagination and not look at 100 per cent growth but 1000 per cent,” he said.
Srivastava summarised the rapid evolution of the mobile by saying that from ‘mobile also’ to mobile first’ to ‘mobile most’ is the way forward. He gave examples of the rapid proliferation of the medium and the way marketers and agencies have themselves evolved to keep pace with it. “Tapping into pop culture with consumer insights made the Oreo emoticons campaign in China a success,” he explained. The mobile social campaign was born from the growing concern over breakdown of communication between parents and children due to China's long working hours. The brand asked parents to take photos of themselves and their kids and allowed users to paste the heads into 'Emojis'. Lots of pictures were available for users to choose from, even that of celebrities, to create new emoticons. It is reported that nearly 99 million emoticons were generated within 11 weeks.
“On an average we pass 3,254 pieces of personal info into databases every week.
User-generated data synced with marketing activities can deliver amazing results,” said Srivastava. The message was simple---- real time consumer-data led analytics can create magic.
Speaking about the future of advertising and technology, he opined that the next wave is when brands start providing utility. To highlight this point, he gave the example of wearable technology, something he called the next ‘nearables’. However, at the same time, he stressed on the fact that no matter how much technology evolves, the basic principles of media planning and marketing will remain true and marketers would do well to not forget these in the glamour of technology.