MAM

Mobile marketing should be more interactive: Media experts

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/smartcrop_800x800/public/images/tv-images/2017/04/11/CaratLane.jpg?itok=eZ00F3Cj

MUMBAI: In an expanding digital universe, media agencies have to make the organisational shift to tailor to the diverse consumer needs.

Mindshare, WPP‘s leading media agency, has consciously made this shift as it lives online, offline and on mobile.

Mindshare‘s Asia Pacific Digital Lead Nick Seckold believes the nature of new age audience demands a new approach to mobile marketing communication. "In the past, advertisers merely wanted a mobile presence but at Mindshare, our mantra is to adapt to consumers‘ needs, making the campaigns memorable and hard-hitting. Here the missing piece to the puzzle is not "why" advertisers should use mobile but "how" they should use."

This sentiment is echoed by senior executives of other media agencies. Says Vivaki Exchange CEO Mona Jain, "Mobile marketing can‘t be generalised. There should be different proposition, different ideas and different formats; one should tailor the campaign for different categories. It is very important that mobile marketing campaign should be targeted to relevant audience and should be engaging. Also, the purpose for which the brand wants to use the medium should be solved."

The demand for media agency professionals to change their mindsets is growing as mobile is slated to stay on the uptrend. According to Portio Research‘s latest report, there will be 6.5 billion mobile subscribers worldwide by end-2012, while annual handset shipments will reach 2.15 billion by 2016. So as mobile technology continues to evolve and significantly influence culture and the lifestyles of consumers, the impact mobile devices are having on daily life is almost unfathomable.

Says Seckold, "In an age of ‘always on‘, people are always on the move and are socially connected through their mobiles 24/7. Hence, there is no doubt that mobile represents a growing opportunity for brands, but penetration alone is not the best reason to convince advertisers to use mobile. The engagement portion through seamless, fun and addictive user interface is key to the success of a mobile campaign."

Seckold, thus, urges marketers to put themselves in their target audience‘s shoes and truly understand where they live - online, offline and on mobile.

Carat Media SVP West Himanka Das believes mobile marketing has to be integrated with the digital campaign. Nothing works in isolation. Also, the companies should develop WAP enabled websites and there should be some form of interactivity so that people can give their feedback.

"In mobile marketing what is being seen is that professionals need to segment the database to get the right audience. That should be done so that the campaign reaches to the relevant audience," says Das.

There are examples across the globe reflecting the gains brands have made through mobile application campaigns. Seckold narrates the example of Ford‘s "Drive Smart" mobile application campaign in India to advertise the new Ford Fiesta this January. The application launch was in sync with the Auto expo, providing the car manufacturer a unique platform to catch auto enthusiasts at the expo. While every car manufacturer was distributing freebies in form of physical product catalogues, merchandise, calendars, Ford distributed this utility cum entertainment application to its users at the expo via handy QR code cards.

"Through social integration (Facebook and check-in), conversations around Ford increased to 2.5 times more than its competitors. An app called "Drive Smart" was developed to engage prospects and customers, with a popular maps feature and traffic updates. The app has had 43,000 downloads and is still counting," says Seckold.

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/08/23/SVG-Columbus.jpg?itok=MZvkXIIK
SVG Columbus wins Sportzlive's digital duties

SVG Columbus, the data-driven marketing agency from Dentsu Aegis Network, has been appointed as the digital agency for SportzLive's #CueSlam, India’s only Snooker & 9-Ball (Pool) league. The account was won following a direct pitch and will be handled out of the agency’s Delhi office.

MAM Media and Advertising Account
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/08/23/HUNGER.jpg?itok=JwDY_Htn
LG launches #HungerFreeIndia campaign

LG Electronics India has launched the initiative #HungerFreeIndia, dedicated to help eradicate Food Wastage in India. This campaign is inviting the whole nation to come forward and take pledge to avoid food wastage and thus, help eradicate hunger.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/08/23/India%20v%20Australia.jpg?itok=ctUxAYXm
Star Sports releases TVC of Kangaroo facing off a Tiger, from 17 Sept

MUMBAI: Star Sports has kicked off its campaign for Paytm India v Australia ODI series with a TVC to depict the two formidable opponents as a Kangaroo facing off a Tiger. The five-match ODI series which will be followed by three T20Is starts on 17 September, 2017. It is claimed that the TVC has...

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/08/23/Untitled-1.jpg?itok=7LKG6iGA
Be smart in phone buys, say kids in Flipkart TVCs

MUMBAI: Smartphones are a basic necessity today and consumers spend a great deal of time researching on what’s the best model suitable for them. Most consumers often end up questioning their decision when it comes to a smartphone purchase, as they can never be sure if there is a better deal on the...

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/08/22/pensol.jpg?itok=JPja7hDv
Pensol campaign shows what dreamers could do

Pensol as, created by SoCheers Infotech, aims to create awareness about the quality lubricant products Pensol have been offering over 50 years.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/08/22/Barin-Mukherjee.jpg?itok=-rhJhdWo
DigitalF5 bags Mainland China & Oh! Calcutta mandate

DgitalF5, a digital marketing services agency, has acquired the search, content, social media, planning and buying digital media mandate for Speciality Restaurants brands -- Mainland China and Oh! Calcutta, owned by Anjan Chatterjee.

MAM Media and Advertising Account
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/08/22/mufti.jpg?itok=u7OahCZC
Mufti's digital campaign triggers sale

Mufti’s pre-GST sale kicked it up a notch with its digital campaign #MuftiSpinTheDeal, leveraging on social media reach and converting its online audience into actual customers through store visits.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/08/22/Kyoorius.jpg?itok=8gadHzXR
Kyoorius unveils its jury, Karen Welman to be foreman

The jury for the fifth edition of the Kyoorius Design has been unveiled. The jury sessions will take place on 15 and 16 September, 2017 at the Ecole Intuit Lab in Mumbai. The Kyoorius Design Awards is the foremost awards for design and visual communication in India. All design work commercially...

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/08/21/frzad.jpg?itok=nhuWmuH5
MTV & HP provide ‘Fame-istan’ to budding filmmakers

Freedom of expression is considered to be a basic necessity for human beings to live a full life. It is a reflection of a healthy and democratic nation. More often than not cinema is considered as a classic means of expression of thoughts and freedom. MTV, the voice of the youth, along with HP Inc....

MAM Marketing Brands

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories