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We need to move beyond mass-messaging on mobile: Saurabh Kochhar

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We need to move beyond mass-messaging on mobile: Saurabh Kochhar

The inaugural edition of Maddies awards, an initiative by exchange4media Group, was held yesterday in Mumbai, to acknowledge work done in India that reflects effective mobile marketing strategies.

Saurabh Kochhar, CEO and CBO Global of Foodpanda India gave the Special Address for the evening during which he spoke about the need for mobile marketing to become more personalised without infringing on a customer’s privacy.

“At the onset, let me congratulate exchange4media for launching the Maddies. I think it is a much needed platform that is unbiased. The mobile sector is one of the most upcoming and fastest growing. When we started in 2012 we were going to restaurants and telling them what Internet was, leave alone mobiles. Today, three years after, things have changed so much and mobile has become the most personal device,” Kochhar mentioned.

Speaking about customer privacy, he commented, “People are complaining that the mobile is becoming so personal that maintaining privacy is becoming the biggest critical factor. This in turn decides how much people will accept and not accept. But as marketers, it’s our responsibility to make sure that we walk that tight rope carefully.”

Kochhar points to tier II and tier III towns for the next wave of mobile marketing.

“Mobile is the biggest platform today and will be for the time to come. We need to move beyond mass messaging and understand the customer and be more selective about what we share and how and with who. I hope that these kinds of awards bring us closer to more effective marketing,” he said.


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