Urban being the lingo of rurban and rural, enticements and pacers of the city life are bound to heat up the atmosphere around the globe.
Cell phones and connectivity is one such domain that is storming the every spot in the world. With the world GDP rising slowly and unabated miseries of the developed world there is a renewed fervor to reach new and untapped markets. The existing urban markets have already been swarmed by the presence of smartphones, gluing users to their Mobile devices for most part of the day, which provides marketers with a huge opportunity in improvement of target audience and provide more relevant content to ensure conversion and loyalty.
Mobile marketing in urban India is to leverage smartphones proliferation and advantage from the ubiquitous social media presence.
Instagram which until last year did not direct the customers to the website has agreed to put the links of brand websites on their websites, making it a valuable platform to engage with customers.
Video consumption, increased by 19.8%, 52.7% of all the videos would be consumed through mobile. It becomes imperative for the brands to be available on video content to hold their attention and be able to communicate to them.
Mobile payments being the next big thing amongst consumers and the governments, is to generate traction amongst the public, increasing the importance of mobiles in the lives of the customers to a greater extent.
Personalized information being the forerunner of future technology, we have Google now, Apple Siri, Facebook M, which are integrating technology intricately to our information consumption pattern, presenting information and ads without even requesting for them, making our lives inevitable without them.
Content designing should be such that it supports all the platforms, making the lives of people easier. A customer tested on patience, while having an experience with company’s platform would most likely make him quit and switch to another brand.
Apps are one such medium that helps in highly targeted communication, data collection and loyalty improvement for the brands.
A dedicated app where a consumer can find all the products of the company is a welcome delight. Customized campaigns based on personalized data can be used to lure consumers and made feel special by the brand. A human experience inside the mobile is to catch the user’s attention. Programmatic paid media advertisements would rule the days ahead due to huge inorganic reach and efficiency utilization of the Marketing firms.
Social media integration would be the disruptive force in the years to come. Making use of Pinterest, Snapchat, Instagram, Facebook, Twitter will help brands to communicate with audience and know about the consumers in a more detailed manner.
Snapchat is the hub for teens and the junta who have reduced the usage of Instagram and Facebook and marketers would love to harness this new platform to have formidable connections with its consumers. Text message will still rule the future because of the reach and delivery of personalized content. SMS marketing has a very high reach because of user tendency to check the phones in short intervals of around 8 minutes. It is a great technique for push marketing where direct reminders can be sent across to have consumers engaged with the product.
MMS marketing can be used to send and receive videos to and from people, which is a facility of doing so on every colored mobile phone in the market. With the consumption of information through videos on the rise and mobile penetration in the hinterlands, MMS marketing is the way to go.
In game mobile marketing targets the population through gaming applications, which can again be highly focused according to the target population. Many casual games attract a huge chunk of population which can be communicated to by appropriate content.
QR codes allow the users to search for the web page by scanning a 2D image, which might be an irritating process if one has to type the entire URL manually.
Location based marketing can be used to capture the micro-moments in the consumers’ life by targeting them according to their location with the help of GPS systems. The very moments like I want buy, I want to go, and many like these can be utilized by pushing a notification or an to satisfy the customer and also generate sales.
The penetration of smartphones in rural India might still be increasing but the presence of mobile phones is already huge and can be used by marketers to target the aspirational factor vastly seen amongst rural population when it comes to consumerism. With the government regulations increasing the spectrum highways and telecom companies locking the horns to obtain a greater share of the pie in highly competitive market, the presence is but going to increase. It is one of the most personal channels of communication to be leveraged by brands in the seasons to come in rural India.
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