As the wise men in the Indian business space would say – “India lost out in the web revolution but it is not missing out in the mobile space.” Today India is the fastest growing smartphone country in Asia. With that the consumption of information and entertainment has been growing.
Mobile marketers have got that placing banner ads on a five-inch device would not work in this age of data consumption but challenges are still out there. One cannot just have the same business mindset of the web for the mobile, since mobile is a very personal device.
It isn’t a secret that today the mobile phone is a man’s best friend but that also poses a great challenge for marketers to enter the space. This is the reason why marketers are speaking one language in tandem – mobile first strategy. Lighthouse Insights spoke to some of the experts in the field to understand – how the Indian mobile marketing space will evolve in 2015?
Deepak Abbot, Head Mobile Growth, Times Internet
We saw several Indian companies pushing their ad-spends towards promoting their Apps in 2014. It was a year of mega spends on both offline & online channels to drive installs. With several big Apps sitting at 10s of millions of Installs, focus would move to retention and engagement in 2015.
Product managers would play bigger role than marketing managers as efforts would be made to have higher active users than just an install base. While focus on driving installs would continue thanks to over 100mn new smartphone users expected in 2015 but some funds would be diverted to retargeting & CLM activities too. Users on mobile would be targeted better than carpet bombing model prevalent now. My conclusion is that Mobile marketing in 2015 will be more strategic than tactical.
Nitish Mittersain, CEO & Founder, Nazara Technologies
Mobile marketing has come a long way from the initial days where companies were still exploring the possibilities of mobile as a tool to reach their audiences.
With rapidly changing consumption patterns, mobile marketing will continue to transform and promotion channels will be further fragmented. A trend that has started gaining momentum in the past year and will only grow is the concept of gamification in mobile marketing.
We have seen many marketers and enterprises, using gamification to achieve and expand their goals. This is primarily due to the availability of freemium apps and games wherein most developers share free content that leads to an increase in traffic on App stores. In the coming year, we will see companies investing heavily in content production and distribution.
With almost everyone possessing a smartphone, businesses have realised the limitless opportunities to reach out to the masses. This phenomenon according to us is here to stay and will only propagate in the times to come.
Abhay Doshi, VP, Product and Marketing, Flytxt
Data driven marketing will become the norm in 2015, players will start leveraging big data technology more to perform smarter analytics. Data Management Platforms (DMPs) with larger reach like telecom operators will assume significance in the ecosystem.
Programmatic buying will gain steam; human intervention in buying and selling will slowly wither out as advertising spend becomes more RoI driven. The potential of mobile as a media for customer engagement will be increasingly tapped with the gaining popularity of m-couponing and native advertising, especially in the premium segment.
We will see faster growth in hyper location and Mobile Video Ads as well as hype around In-app voice ads especially with the launch of Amazon Echo and Siri advancements.
Sanchit Vir Gogia, Chief Analyst & Group CEO, Greyhound Research
Mobile will emerge as a key marketing tool in future as every marketer and advertiser at present eyes a promising future in this space. Location based services and CRM related activities informing consumers about the latest offers in real time as well as capturing the shopping behaviours of the consumer will increase in the market.
In addition M-Wallet, Instant Messaging, Contextualised Based Marketing, Application Marketing and Brand Specific Applications will also emerge as the key elements in taking the mobile marketing landscape to the next level.
Technologies like Augmented Reality is also expected to help in driving mobile marketing, providing detailed insights of the products to the consumers in real time.
Amar Thomas, Country Marketing Manager, BlackBerry India
According to industry estimates while the global mobile penetration will slow down, consumers in emerging markets such as India will continue to see buoyant uptake for smartphones, thanks to proliferation of affordable devices and availability of better connectivity and data services. Therefore, the importance of mobile marketing will be undeniable to brands and marketers in India, with mobile being a core component of the overarching marketing strategies.
Advancements in mobile technology, larger screens, will enable improvements in the mobile video experience on the back of 4G roll out. We can therefore, expect marketers to drive in a dash of innovation with video ads/ easily consumable video content that will drive virtual consumer experiences. Social media based, native advertising, will all be centred on driving engagement and relevance.
Further, click-through, app downloads and e-mail opt ins will be tools that brands will increasingly use for driving user centric engagement.
Another interesting trend will be the emergence of alternative forms of payment tools with mobile wallets. Mobile retail payments through apps and NFC will slowly dominate over cash payments. We may not yet see huge proliferation of NFC, but 2015 will be the year when brands will increasingly start offering the taste of the first fruits of NFC