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Time is ripe for increasing budget for mobile marketing, say experts at IAMAI Summit

The day long summit in Bengaluru, with speakers representing marketing, branding, technology and advertising verticals was the 3rd one organised by the IAMAI

BestMediaInfo Bureau | Delhi | December 21, 2015


Speaking at the 3rd Mobile Marketing Summit, hosted by Internet And Mobile Association of India (IAMAI) and Affle, Nadeesh Ramachandran, VP, Sales & Strategy, VServ, said, “In the last 5 years, mobile internet penetration has created a huge market for marketers. Mobile has radically changed consumption behaviour and there is no better way at the moment for a brand to engage with the audience at a personal level.” The day long summit with speakers representing marketing, branding, technology and advertising verticals, were unanimous in their opinion that the time is ripe for increasing budget for mobile marketing.

Neeraj Roy Neeraj Roy

Neeraj Roy, MD & CEO, Hungama, said, “By 2017, the Indian advertising industry will be around $10 billion and 20% or $2 billion will be the market size of digital and mobile marketing. The potential is huge. The time has come for us to bring the store to the consumer rather than taking the consumer to the store.”

In 2014, the market size of digital advertising was INR 2,750 crore and with an expected 30% y-o-y growth, it will be over INR 3,500 crore. Though it is still at a nascent stage, planners have woken up to embrace the power of the digital medium.

Lavin Punjabi Lavin Punjabi

According to Lavin Punjabi, President, Affinity, “Brands will continue to evolve as per modern day lifestyles and habits of their consumers. Today, almost half of the time spent on media consumption comes from mobile, 45% to be precise. That’s where the audiences are. And the budgets there are 2% of total media spends. To tap into the growing mobile advertising sector, brands have to do 2 things – 1. Break out mobile advertising into a dedicated team. It’s a medium worthy of its own line item. Stop considering it a subset of Digital. Why? Because mobile is much richer than your conventional desktop advertising. It’s new. It’s fresh and it’s powerful. 2. Engage with your agencies and go beyond basic metrics like CTR and Sales, look for effectiveness of each mobile media option independently, and pick the one that works for your brand category.”

anuj-kumar-affleProviding a perspective on the growth of mobile marketing, Anuj Kumar, Co-Founder and MD, Affle, said, “Mobile advertising is experiencing phenomenal growth in India, led by the overall growth in the App and E-commerce economy. We remain very confident of the market momentum continuing and see significant growth opportunities for ROI and data driven mobile advertising with aggregated intelligence from intent, behavior and transaction information.” Prabhakar Tiwari, CMO, PayU, echoed Anuj’s thought and added, “Mobile is a very active and dynamic medium, which has enabled marketers to target consumers with right contextual filters like never before, however the advertising game is still about right messaging for relevant product/ service with interesting creative layering. Marketers should not forget these basics in all the hoopla surrounding mobile marketing and focus on innovating around consumer life context.”

Dippak Khurana, Founder and CEO, Vserv, summed up the Mobile Marketing Summit by saying, “Mobile is at a tipping point. It is imperative for all stakeholders to reinvent to flourish in today’s mobile marketing ecosystem. For most companies, the option is to disrupt or get disrupted.”

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