Mobile Marketing in India

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- How the Web is changing
- Consumer Behavior
- Mobile Opportunity

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Mobile Marketing in India

  1. 1. Mobile Marketing in India JAY VIKRAM BAKSHI
  2. 2. The Attention is Shifting MOVING FROM ERA OF THE WEB TO ERA OF THE STREAM!
  3. 3. Message is the Medium
  4. 4. Shift to the Stream 1992 1996 1999 2004 2006 Web pages and Web search no longer the centre of online activity and attention. It is messaging and streams!
  5. 5. From Documents to Messages With Web, pendulum swung from messages to documents. With social media, the pendulum is swinging to messaging again. Social messages and notifications messages are starting points for the Web - coming to us from - social networks, content providers, and social apps.
  6. 6. From Search to Social Consumers are spending more time in social sites like Facebook, Pinterest, and Twitter than on search engines or content sites. In December of 2011, ComScore reported that social networking ranked as the most popular content category in online engagement, accounting for 19% of all consumer time spent online.
  7. 7. So, the Web has Changed Top 50 sites were getting almost as much traffic from Facebook as from Google. December 2012
  8. 8. What are the Challenges?
  9. 9. Noise is Increasing IN THE 90S, EMAILING OUT A PHOTO OF THE INTERESTING TACO YOU’RE HAVING FOR LUNCH TO EVERYONE YOU KNOW WOULD HAVE BEEN CONSIDERED HIGHLY SPAMMY BEHAVIOR. IN 2012, WE CALL THAT ‘FOODSPOTTING’ AS WE HAPPILY SEND OUT PICTURES OF OUR LATEST CULINARY ADVENTURE ON MULTIPLE DIFFERENT SOCIAL NETWORKS AT ONCE.
  10. 10. Spam is the New Normal With check-ins on Foursquare and pinning things on Pinterest, activities that used to be considered noise have somehow started to be thought of as signals. Why? Because they are instant and require no investment or thought.
  11. 11. Notifications Overload We’re getting many types of notifications! ◦ When people follow us ◦ When we’re tagged in photos ◦ When people want to be friends with us ◦ When friends check-in to various places ◦ When people are near us ◦ When our flights are delayed ◦ When our credit scores change ◦ When things we ordered are shipped ◦ When there are new features in apps we use ◦ When issue tickets are filed or changed ◦ When files are shared with us ◦ When people mention or reply to us ◦ When we have meeting. ◦ When we have unread messages waiting for us in a social network The list is ENDLESS!
  12. 12. Threaded Engagement Signal-to-noise ratio of messaging channels is going to become increasingly bad as volume increases. In the case of social media, this has started. And when this happens completely, people will simply stop engaging. When engagement falls the entire premise of social media will start to fail. A Forrester Research cites a recent study that found that 56% of time spent on social media is wasted.
  13. 13. Learnings Always ON Location: anywhere, everywhere Occasion: why do they care, why would they share? In the Stream, in the consciousness
  14. 14. So how will mobile marketing work?
  15. 15. Ecosystem Serve Consume Agencies Services Content Providers App Developers OEMs Telcos Mobile Users Create
  16. 16. Audience Demographics SOURCE: VSERV.MOBI & MOBILE MARKETING ASSOCIATION
  17. 17. Age
  18. 18. Gender
  19. 19. Education
  20. 20. Consumption Behavior SOURCE: VSERV.MOBI & MOBILE MARKETING ASSOCIATION
  21. 21. Content
  22. 22. Mobile Ads
  23. 23. Opportunity 60 percent of the mobile Internet users in India are below 24 years Higher than the Southeast Asia user base which stands at 47 percent Almost half of mobile Internet users in India are highly educated Armed with graduate or postgraduate degrees A majority, almost 70 percent of India's mobile Internet user base belongs to the affluent earning class. Mobile Internet users frequently eat out, watch movies and go shopping, indicating higher disposable income & affluence Better pool of potential customers Indian consumers love mobile ads Brands leveraging this consumption behavior drive higher engagement & recall Unlike other countries where RoI on mobile advertising is very low, in India this might not be true Mobile ad spends in India recorded a growth of 60 % to reach ₹300 crore; predicted to grow over 43% in 2014.

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