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| There is a lot of buzz regarding mobile marketing in India. With more than 200 million mobile subscribers as compared to 35 million internet users, mobile advertising offers a wider audience base. But advertisers are still reluctant to opt for the medium. It is estimated that ad spend on mobiles stood at Rs 5-6 crore in 2006, compared to Rs 200 crore on internet advertising. This raises a question mark on the hype about mobile marketing. Kapil Ohri spoke to Manish Vij, chief business officer, Quasar Media and Nikhil Rungta, head of marketing, Yatra.com to find out whether the buzz is for real or not...... |
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| Mobile marketing will be bigger than online |
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Manish Vij
Chief Business Officer, Quasar Media |
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Mobile marketing will definitely be bigger than online marketing as the response rate is high on mobile and advertisers can reach their target audience in a particular demographic more precisely.
Although every medium -- be it mobile, internet, print or television -- is effective in its own way, it depends on the objective of the campaign to determine which is the most efficient one. For example, online marketing is more effective when it comes to reaching the target audience while mobile marketing is better when an advertiser wants to get responses from the consumers. And when it comes to engaging the customers both mobile and online marketing are equally effective.
The mobile is also a new medium for advertisers so there is a need to educate them through case studies and convince them about the usability and effectiveness of mobile marketing. Clients mostly prefer SMS-based campaigns but in future WAP-based campaigns will be much bigger when the number of GPRS users increases.
To make a mobile campaign effective it is important for an interactive agency to understand the advertising needs of its client and figure out what sort of campaign will work for them.
I believe that in the coming years mobile marketing will be bigger than any other form of digital marketing.
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| There is more talk and less action in mobile marketing |
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Nikhil Rungta
Head of Marketing, Yatra.com |
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There is more talk and less action in the mobile marketing space because it is still in its infancy in India and companies need to understand the medium before they incorporate it in their marketing plans.
An advertiser company should use the mobile intelligently and it should know what it wants to convey through the advertising. For example, mobile marketing is good for promotions and discounts, but not necessarily for branding. It is the best medium when it comes for immediate action like click-to-call promotions.
The chances of seeing an advertising message is higher in mobile marketing as compared to other media like TV where viewers can change the channel they are watching.
As more and more success stories of early adopters of mobile advertising come out, more companies will start using it.
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