Priya Nair, VP at HUL shared her views on the emergence of mobile medium and illustrated how it is gaining prominence in marketing strategies.
Nair said the big dilemma over mobile is that while other mediums have emerged as entertainment mediums, mobile is primarily a medium of communication for the consumer. Now it is reimagining or reinventing itself as a medium for marketers to communicate with consumers. How marketers use the medium to communicate with consumers, is the big question today.
“The great thing about the medium is that it is a personal device, you can uniquely talk to every individual mobile owner, unlike other mediums. You can go to the feature phone consumer or smartphone consumer, high ARPU or low ARPU across geographical segments. We are only beginning to explore the incredible segmentation the medium can offer, along with the benefit of two-way communication. Most marketing messages are a unicast attempt. Mobile changes that,” she remarked.
In the '80s, the spread of advertising using television was limited to song-and-dance jingle advertising which originated from the era of advertising on radio. Now advertising is storytelling and content integration. Where we stand in terms of mobile as media, is that we are trying to do what we do on print, TV and radio on mobile as well, she said.
The shift for marketers is that it needs to change from a means of communication to a means of information. It is still in the trial and error stage from a marketing perspective.
Nair raised the critical question of the impact - how do we measure the marketing monies spent on the medium and the ROI.
She gave examples of how HUL is using the medium to engage with consumers while measuring the campaign impact in numbers.
She cited the case of AXE Call Me campaign, where consumers could dial a particular number to engage in a lively, entertaining chat with a girl called Tanya on the other end. Nair said it created tremendous buzz for the brand. The number received 20 million calls. This was a result of good content integrated into a larger idea.
The heart of the campaign was the mobile phone number.
She also mentioned the example of Lux’s tie-up with Chennai Express where consumers could give a missed call and talk to Shahrukh Khan and win a train ride with him. The campaign increased unaided awareness for the brand. Another example of a mobile campaign she gave was that of Wheel Missed Call which received 30 million calls.
She talked about HUL being a large mass marketing company which effectively leverages feature phone opportunities among its consumers.
Mentioning the highly successful Kan Khajura Tesan campaign which is a mobile radio station interspersed with brand communication, Nair said it created an entire eco-system of telco operators, agencies, entertainment and advertising which was absolutely free for consumers.
Now the campaign has started segmentation in terms of content such as devotional music, '80s music...
It satisfied the need for entertainment in media-dark areas and has 21 million unique consumers on the media channel today along with many ad impressions. Brands that advertised on this channel have seen a significant increase in unaided awareness.
It is not just a medium of communication now, but a medium of commerce, she concluded.
Priya Nair was speaking at MMA India Forum in Mumbai.