youth are early adopters and accept new technologies, the
CMOs are yet to grow to the mobile medium. Here is the first
challenge in mobile marketing. While the medium and the user
has matured, the marketer is yet to catch up. Other challenges
include figuring out what percentage of TG can be reached
through the medium of mobile marketing and how much should
be spent on the medium. The issue of measurability lingers
over here as well.
offers, Apart from the fact that we as markerters need
to grow up to the medium, the tone of our marketing and ads
also needs to change. The audience today will not respond
to a buy me kind of message. Brands need to communicate
why me and give the consumer an incentive, a reason
to choose the brand.
mobile marketing means different things to different brands.
While some brands may believe in sending bulk messages and
use IVR. Others may believe in developing dedicated apps and
display ads. Thus the parameters of mobile advertising will
also change from brand to brand and audience to audience.
opines, Another hurdle we need to cross is the fact
that mobile advertising doesnt figure in the integrated
marketing plan. While we spent almost 10 per sent of our time
looking at the mobile screen, marketing spends on the mediun
are in the range of one per cent of the total budget.
mobile need not be a separate medium. It is actually a superset
of the Internet and broadens the scope of online. It provides
yet another way to interact one on one with the consumer.
Mothey concurs, The trick will be to integrate the mobile
medium with the other digital and non digital routes. There
can not be one single mobile solution in isolation.
how does one convince the ever suspicious brands of the merits
of mobile advertising? Narayanan offers, Create case
studies. That way you can convince the brands to take up this