Mobile mktg-specific campaigns result in zero spillovers, say experts

To close every loop of communication, a campaign should be specially designed for mobile & not be added as an accessory after the campaign is designed, say experts

e4m by Gunjan Verma
Published: Sep 10, 2013 9:53 AM  | 3 min read
Mobile mktg-specific campaigns result in zero spillovers, say experts

Using mobile as a marketing medium is fast emerging as the most effective way of communication without any spillovers. To engage with the consumers and closing every loop of communication, a campaign should be specially designed for mobile and not be added as an accessory after the campaign is designed.

According to CVL Srinivas, CEO, GroupM, “For a successful mobile marketing initiative, consumer insights should be taken care of; the campaign should be designed only for the medium to get the maximum benefits. It is imperative to integrate with other media for effective reach, along with tapping into unique properties of mobile.” Citing the example of the mobile marketing campaign for Slice, titled ‘Katrina ka number, crown ke under’. Srinivas said that the campaign helped boost sales of Slice since people drank more and more bottled of Slice in the hope of getting to meet the brand ambassador Katrina Kaif. The bait was ‘Slice piyo, number lagao, Katrina ko bahar le jao’. And integrating this campaign with other forms of media informed the largest set of consumers for maximum response.

Crossing the language and cultural barrier is an important factor that brands face in a country like India. Narayan Murthy Ivaturi, GM – Global Sales & Strategy, said, “In order to achieve effective results, communication by brands should not ask consumers to put an extra effort to connect with the feeling of the brand.”

For example, when Nescafe wanted to boost coffee drinking in India, the brand tapped the opportunity of a user looking at his smartphone as soon as he opens his eyes in the morning. Nescafe sent the musical morning message and greeted them with the ‘Open Up’ song used in the Nescafe ad. Users could further share that song as their status update on Facebook and the app would also give them options to share their mood through emoticons on a Nescafe mug. Each emoticon described a feeling and one could be shared with friends to tell them how they felt that day.

Meanwhile, an example of mobile and television integration that UB Group has adopted is NDTV Good Times, which the Group co-owns, and is for the programme ‘Hunt for the Kingfisher Calendar Girl’. Samar Singh Sheikhawat, Senior VP - Marketing, UB Group elaborated, “We asked the viewers to vote for their favourite girl by giving a missed call on the number of that girl. And in return, the caller would receive a call in the voice of that same girl thanking him for voting for her. And the winner would get a chance to be part of the show’s finale.” Stressing on the ‘missed call’ format, Sheikhawat further said, “This works best as people who do not want to waste their talktime on such ads also participate, increasing the reach of the ad and solving the purpose of public voting.”’s Ivaturi here mentioned about the peculiar audience of mobile first users, people who have used internet first only on a mobile device and not on any other platform. This audience needs to be served differently while planning a mobile marketing strategy, because for them, mobile is the primary screen. And with the rise of such customers, planning a campaign separately for mobile is a must to close all loops of communication by a brand, he concluded.

The speakers 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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