Mobile ensures voluntary engagement: Chandramouli Venkatesan

The ED, Chocolates & Biscuits of Cadbury India explains that voluntary interaction that mobile creates leads to higher stickiness, which is what marketers should look at

e4m by Saloni Surti
Updated: Sep 2, 2013 8:07 AM
Mobile ensures voluntary engagement: Chandramouli Venkatesan

Every medium poses its own intrinsic strengths. Tapping on those points helps brands not only make the best of the medium, but also leave a mark on the consumers. Beauty of mobile as a marketing medium is that it is not appointment attention, shares Chandramouli Venkatesan, Executive Director Chocolates and Biscuits, Cadbury India.

Users access their cell phones when they are free. Hence, the opportunity is large and stickiness is far higher. What brands need is better content quality that shall keep users hooked.
While the Indian mobile ecosystem lacks due to the diversity in target group and technological glitches, Venkatesan believes that once the system starts rolling, there shall be change that will enhance the quality of work on the medium.

Venkatesan 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.

To know more on what he has to say, watch the video

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