Paradigm Shift in Mobile Consumption

The number of handheld devices has seen an exponential increase in India. There is a constant move to Smart Phones from feature phones. In rural markets too mobile is emerging as a platform of content consumption, and not only making calls. Regional language content is growing faster than English content. Credit for this goes to a very large extent to the advent of 4G, Smart Phone price points, improved operating systems and cheap availability of data services.

All this has provided an impetus to mobile marketing. As the number of smart handheld devices increases in India, there is an increase in personalised campaigns and content. From just being a medium of amplifying traditional media communication, brands have begun to think mobile first.  It has led to the creation of better-quality ads for mobile. Interestingly, a few savvy brands that used their broadcast communication in a short format on digital platforms, are now looking at creating separate communication for mobile alone – communication is shorter, crisper and display renders well on mobiles.

Marketers are taking cognizance of the fact that product discoverability on mobile is increasing, making it the first milestone in customers’ purchase journey. As mobile communication can be much more targeted, with minimum spillover, mobile ads relevance score is way higher.

Another interesting aspect of mobile platforms is the emergence of intelligence that can be used to better understand the consumers, their likes and dislikes.

All these, of course, is emerging as hygiene factors for savvy brands who now connect with consumers on various touchpoints – mobile being the first.

There is much more to mobile marketing, which we would unravel at TMMS 2018, to be held at Taj Santacruz on December 12th.


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