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
India, China to propel APAC, beat CAS Europe market share

APAC is expected to overtake the market share of Europe in future due to an increasing demand for digital TV set-up boxes in countries such as China and India. North America and Europe dominated the global CAS market in 2015. APAC region is estimated to mark a growth rate of 12.0 per cent CAGR...

Technology Hardware Set-top Boxes
India lucrative market for 4K UHD STBs: Grand View Research

Here’s a view on the demand for 4K or ultra high definition (UHD) set-top boxes (STBs) in India.

Technology Hardware Set-top Boxes
Infor appoints Dass as south Asian subcontinent V-P

Infor, a leading provider of business applications specialized by industry and built for the cloud, has appointed Ashish Dass as the vice president and managing director for the south Asian subcontinent. Infor software helps eliminate the need for costly customization through embedded deep...

Technology Software Applications
Siti & DishTV opt for Conax conditional access

The Essel group has been using Conax’s tech for sometime now for its Siti Network (earlier known as Siti Cable). Now the group has extended that partnership for another product for both Siti Network and DTH operator Dish TV India. This time it is for the cardless set top boxes that the two are...

Technology Hardware Set-top Boxes
Imagine Communications extends functionality of Selenio One unified transcoding platform to OTT

MUMBAI: Imagine Communications, empowering the media and entertainment industry through transformative innovation, today introduced a high-density adaptive bitrate (ABR) transcoding product built on Selenio One™, the company’s software-defined linear transcoding platform. Selenio One is designed...

Technology Hardware Components
DJI Makes Your Smartphone Smarter with the New Osmo Mobile

DJI, the world leader in creative camera technology, Thursday launched the Osmo Mobile, an extension for smartphones that turns them into intelligent, precision camera systems.

Technology Hardware Components
Prime Focus Tech gets funding from PE firm Ambit Pragma

MUMBAI: Prime Focus Technologies (PFT) – the technology offshoot of media services company Prime Focus - informed the Bombay stock exchange today that it had received its first round of funding from growth capital private equity fund Ambit Pragma.

Technology Software Applications
Three new products developed by C-DOT launched on its Foundation Day

Communications Minister Manoj Sinha today expressed the hope that 100,000 Gram Panchayats (GPs) will be connected through Optical Fibre Cable (OFC) by March next to set up a network infrastructure to serve the rural masses.

Technology Hardware Distribution
Genpact and BITS partner to build talent in the field of analytics

Genpact (NYSE: G), a global leader in digitally-powered business process management and services, today announced a partnership with premier technical education university Birla Institute of Technology and Science (BITS) for offering training programs in the field of analytics.

Technology Software Middleware

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories