Leading players from the digital industry, such as Rajesh Jain, Tushar Vyas, Neeraj Roy and Nishant Rao, threw light on the opportunities and trends in mobile marketing
Sarmistha Neogy | Mumbai | September 25, 2014
Internet and Mobile Association of India’s (IAMAI) Mobile Marketing Summit, held in Mumbai, saw thought leaders from across the digital fraternity – e-commerce, IT, social media and mobile – along with brand marketers, come together to debate upon how to make the business more measurable, customisable and engaging in terms of ROI, customers and promotions.
Rajesh Jain, Chief People Officer, netCore Solutions, spoke about the ‘Coming World of MarTech’. He started his presentation by highlighting some interesting findings. He said that in 2020, there will be 600+ million smartphone users (with atleast one in every household), and there will be email and unique IDs for kids as well. Thus, we will be in the new world, in the midst of devices, digital and data. Jain also highlighted five salient points which a marketer needs to keep in mind. Firstly, connect data at every touch-point. Secondly, create unified view of the customer, customise content based on the profile and context, communicate through multiple channels and finally, predict next actions, based on analytics.
Tushar Vyas, Managing Partner - South Asia, GroupM, shared his views on ‘The Next 100 Million’. He opened his discussion by saying that mobile is the largest medium today and all those online today are on mobile. Interestingly, India is ranked No 5 in its App download growth, implying the emergence of a new category altogether, providing scope for increased communication and interaction from the point of view of a marketer. According to Vyas, brands need to make the content ‘snacky’ and easy to digest as this generation has no tolerance for delay. “They want everything now,” he observed. He pointed out that the mobile web is more visual, sharing is going social and that mobile feel should be different from that of PC. It should facilitate a different user experience altogether. He also spoke about the importance of contextually-relevant information for the user. Emphasising on the crucial role the mobile medium plays in marketing, he ended his presentation by stating that if there is no mobile, then there is no marketing.
Neeraj Roy, MD & CEO, Hungama Digital & Media Entertainment, spoke on ‘Digital Goods - enabling a large mCommerce market’. He opened his session by saying that the world is shopping on mobile, and that there has been a tremendous surge in smartphone shoppers. According to a study, 79 per cent of smartphone owners are online shoppers. Eighty-four per cent of smart shoppers use their phone to shop while in a store, because many of us like to do comparative shopping. Therefore, content consumption has been on the rise, and it doesn’t matter when and how we are consuming it, he said, adding that digital goods (like e-books, apps, downloaded music) give access to a much deeper connect with the consumers.
Nishant Rao, Managing Director, LinkedIn India, presented his views on ‘Leveraging Mobile to be more productive professionals’. Speaking to marketers, Rao said that mobile is not a device but a mindset, and that marketers should use the ‘Keep It Simple Stupid’ (KISS) principle to reach their target audience. Instead of bombarding the user with a lot of information throughout the day, just engage with the audience by giving them compelling content, he advised. Marketers, he emphasised, need to stop being annoying and intrusive and bear in mind that if the content is engaging, users will share it, and that will benefit their brand.