Technology

Tech knowhow increases campaign focus on the mobile

MUMBAI: To do a successful mobile ad campaign advertisers and agencies need to remember that technology know-how can increase the focus of a campaign. Brands should also put themselves in the shoes of their consumers and figure out if the message would appeal to consumers or turn them off. The third thing is whether consumers would come back after being exposed to the campaign.


These points were made by Marico India head digital marketing and media Aditya Salve at the IAMAI Mobile Marketing Conference. He noted that one challenge is privacy and intrusion concerns. Regulation will not evolve to a point where there is complete clarity. His company approaches mobile with the view that the medium can build brands.


"Digital is personal media. It is about one to one reach. You can deliver information specific to a user but that same information will not be relevant to all users." He gave the case study example of the Saffola Dil Jawan campaign which revolved around the concept of heart age finder. It gives users the age of one‘s heart and the aim was to double conversions to the brand.


Over the years the company‘s use of mobile has grown. In 2009 and 2010 it was used as a backend. In 2011, it was used along with print. In 2012 creatives were done and the company worked with mobile ad networks. It reinvented the IVR system. The Marico team was always on because the mobile is a medium where you cannot simply launch the campaign and sit back.


In Bihar mobile was used effectively. The challenge is that the state has poor literacy. The aim of the company was to reach consumers directly. The company worked with voice-based solutions. A film star was used. There was a built in reminder call and gratification was also present. Equity and business were kept in mind. The campaign got a reach of 680,000 consumers.


Another case study was given by Samsung head digital marketing mobile business Aman Malhotra and ad2c co-founder, COO Anurag Singh. Malhotra made the point that the mobile phone is no longer an accessory. It is a status symbol and a means of self expression. "The device and the destination that a person is going to will tell companies what they can market. This is what we kept in mind when we used mobile as a medium to market the Galaxy S3."


There are three kinds of media - paid, owned and earned. In mobile, owned media is the most important. An example of earned media is a person using mobile to check a post on Facebook. Samsung‘s focus on mobile advertising is on mobile web. The consumer is predisposed to the mobile category.


Singh said that the aim of mobile marketing is to reach, inform and engage. The aim should be to advertise to people who want to buy the product. "Samsung has had a mobile site for two years. Each product has a presence on the portal. There is no lack of look and feel on the site."


To push Galaxy S3, creatives were created and targetted at iOS, Android, Nokia E Series and N series devices. One of the things was to create a voice activated banner which is not easy to do on the mobile. On clicking, the ad users could browse through features of the Galaxy S3. They also did an innovation that replicated the Draw Something experience. In the creative, users had to guess drawings. Users spend three minutes engaging with it. 30 per cent of users shared the creative on Facebook. Eventually 33 per cent of users who upgraded to the Galaxy S3 phone were Samsung customers, 25 per cent were from iOS, 31 per cent had a Nokia handset.


Another product that was pushed using mobile as a medium was the Omnia W phone. Here cricket was used as a touchpoint as that is one of the passions of the country. The interface used Windows media and a tiled based concept.

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/04/sanjeev.jpg?itok=jSKv0oLN
Pune Times joins hands with the Pune Police to launch the 'City Safe' app, as part of #MakeMyCitySafe initiative

Pune Times, city supplement of leading media house, The Times of India, has joined hands with Pune Police to support an initiative for women’s safety in the city. Pune Times has launched its campaign #MakeMyCitySafe as a big shout out to the youth of Pune to come together to make the city safer...

Technology Software Applications
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/12/06/Navanit-Samaiyar_0.jpg?itok=fQLjKjss
HAL Robotics ropes in Navanit Samaiyar as board member and advisor

MUMBAI: HAL Robotics has roped in Navanit Samaiyar as its board member and advisor. Samaiyar has a record of setting up, scaling and transforming businesses across a very wide cross section of industries spanning from IT/ ITeS to steel, telecom, engineering goods, earthmoving machinery, logistics...

Technology Hardware Components
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/11/07/Arnab-Goswami.jpg?itok=VUCIzU8A
Republic TV launches Android app

MUMBAI: Republic TV is on a roll. From rocking the ratings chart in launch week itself to going international, the channel has added one more accomplishment to its kitty. The Republic TV Android app is now live.

Technology Software Applications
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/10/11/STB.jpg?itok=WsiaUBr8
STB cos in India, China enhancing features, providing customised solutions, Technavio enlists top vendors

MUMBAI: The global STB market is characterised by intense competition as the market is saturated in developed countries. The market share of these players is declining because of the entry of new players. The STB companies are enhancing the features of STBs and providing customised solutions to...

Technology Hardware Set-top Boxes
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/10/09/PFT.jpg?itok=VJugic3c
India's PFT Clear Media ERP suite to help US' PBS content delivery

MUMBAI: Prime Focus Technologies (PFT), the technology arm of Prime Focus, announced that its CLEAR™ Media ERP Suite has been selected by Public Broadcasting Service (PBS) to enhance their Network Operations Center (NOC) ecosystem efficiencies and sustainability, with the objective of reducing...

Technology Software Applications
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/10/09/JosephSiino.jpg?itok=doyka7Tg
Broadcasters, OTTs to gain as Via adds xHE-AAC at special rate

MUMBAI: Via Licensing Corporation, a intellectual property solutions provider, has announced the upcoming availability of Extended High Efficiency AAC (xHE-AAC) as part of the Advanced Audio Coding (AAC) patent pool. The expanded patent pool licence will be available at no additional cost to...

Technology Software Applications
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/10/06/Brian_Morris-Colin_Smith.jpg?itok=xVBB0KbV
Tata Comm to deliver Motorsport videos on global devices

MUMBAI: Tata Communications will now deliver video content for Motorsport.tv viewers' all devices over its global network. The two have partnered to power the growth of the network’s internet television platforms.

Technology Software Applications
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/10/06/ChyronHego_0.jpg?itok=qWRkJ4jh
How to create live video content sans pros, convert radio broadcast into visual show

MUMBAI: ChyronHego will be showcasing its live production, automation solutions at Broadcast India show in Mumbai in mid-October.

Technology Software Applications
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/10/03/Arvin%20patel%20tivo.jpg?itok=Ieo7eXfw
Sony renews IP licence deal with TiVo

MUMBAI: TiVo Corporation, a leader in entertainment technology and audience insights, has announced that Sony Corporation, a leader in consumer electronics, has renewed its multi-year intellectual property (IP) licence agreement. The license to TiVo’s patent portfolios covers all of Sony’s...

Technology Software Applications

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories