Mobile advertising draws heavily from display techniques: Experts
Leaders at MMA India Forum stressed that segmented audiences, media dark areas & location targeting need to be enhanced in order to offer effective mobile marketing solutions
The Microsoft-Nokia deal that was announced earlier this week, has taken the mobile industry by surprise, with industry experts predicting a shift in the mobile ecosystem post this development. According to Tomi T Ahonen, author, consultant and motivational speaker observed, “The market will shrink for both the players in the coming six months, at least during the transition period till March 2013.” He further said that there will be tough competition over the low cost of Nokia phones, but it is a necessary move by Microsoft.
Meanwhile, pointing out how close the mobile device is to the consumer, Ahonen said, “An average person anywhere on this planet looks into his mobile phone 150 times in a day. An analysis of how a consumer uses the mobile phone in a day reveals that 30 per cent usage is for telecommunication needs, 30 per cent for text messages and voice calls, 20 per cent time on activities such as setting the alarm, using the calendar and so on, 20 per cent usage involves music, games, internet browsing, and 10 per cent on other activities such as charging the phone, changing the settings, etc.”
“This estimate reveals the different segments where brands can showcase their products in different ways and get maximum RoI,” Ahonen added.
Taking the discussion forward on how the rest of the world uses mobile in marketing, Anindya Datta, Chief Executive Officer, Mobilewalla remarked, “Mobile advertising draws heavily from display techniques. A large amount of display advertising is based on intent marketing. The notion of such adverting is audience measurement.”
Industry experts feel that the discussion to get mobile marketing to expand in the near future is incomplete without brands taking this platform seriously.
Coca Cola is one of the brands that has used this platform effectively, along with experiential marketing, to engage the consumers, mainly the youth. However, Wasim Basir, Director, Integrated Marketing Communications, Coca-Cola India admitted, “Inside Coke, we don’t believe we are doing justice to mobile as an advertising medium. But when we pull back and see, it is fine because nobody else does too.”
Speaking about his company’s experiences, Arun Sharma, Vice President Marketing, Head - Media, Bharti Airtel opined, “Different things need to be done for arriving at mobile marketing solutions.”
Some of the areas that need to be enhanced in order to offer effective mobile marketing solutions are segmented audiences, media dark areas, location targeting and closer to purchase, say industry experts.
Ahonen, Datta, Basir and Sharma shared their views on mobile marketing and its different opportunities and challenges at the MMA India Forum 2013, organised by the Mobile Marketing Association in Gurgaon on September 5, 2013.
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