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HUL is the most innovative marketer on mobile: WARC study

Speaking at the MMA Forum in Gurgaon yesterday, Edward Pank, MD, Warc Asia Pacific, said that the telecom sector is the most innovative on mobile in India

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HUL is the most innovative marketer on mobile: WARC study

HUL is the most innovative marketer on mobile: WARC study

Speaking at the MMA Forum in Gurgaon yesterday, Edward Pank, MD, Warc Asia Pacific, said that the telecom sector is the most innovative on mobile in India

Shanta Saikia | Delhi | September 17, 2015

Edward Pank Edward Pank

Mobile is being increasingly pitched as a significant part of a brand's marketing mix, but the ground reality narrates a different story. As part of a survey amongst the marketing community conducted by Warc in conjunction with the Mobile Marketing Association (MMA), a majority of Indian marketers (75 per cent) assign 10 per cent or less of their budgets to mobile. However, on the brighter side, a majority of the Indian marketers expect the mobile marketing budgets to go up by up to 25 per cent this year. And in five years' time, the budget is expected to go up by a huge margin of 51- 99 per cent.

Throwing more light on the study's findings, Edward Pank, Managing Director, Warc Asia Pacific, said that Indian advertisers are likely to have a formal mobile strategy for their brand – 60 per cent in India compare to 30 per cent in the APAC region.

When it comes to popular consumer trends, multi-screens, mobile payments and video streaming are expected to rise with the introduction of 4G in the Indian markets in the coming months.

When it came to the most innovative marketer on mobile, majority of Indians named Hindustan Unilever, which knocked off Samsung from the top perch for the first time, Pank said. Despite this, as far as category is concerned, the telecom sector is the most innovative in India.

He further said that when it came to reaching out to customers, location-based marketing was the most preferred. As far as medium is concerned, social media is the most used channel in India, followed by television, online search and print.

Pank also said that programmatic awareness was high among Indian marketers.

Among the key barriers to growth of mobile marketing in India is the lack of a reliable metrics system for measuring mobile effectiveness. “When you dig deep in the qualitative side of the analysis, marketer-side education is the key point of hindrance for greater success rate for mobile marketing,” Pank noted.

Pank concluded his presentation by stressing on educating the client-marketer side. He foresees a strong growth for mobile marketing in India in the next five years.

Info@BestMediaInfo.com

Info@BestMediaInfo.com

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