Mobile Marketing might pop up pictures of intrusive and, sometimes, irritating mobile ads in your mind, but it is just a floor of it and not the entire building. Mobile Marketing is way more than what we commonly perceive it to be.
It’s also about utilizing the huge telecom network of around 7 billion subscribers worldwide, out of which around 43% people (3.13 billion) have Internet access. The subscribers further get classified into a feature phone or a smartphone user. According to eMarketer, only 1.91 billion people are smartphone users, which are expected to cross 2 billion by 2016. This shift towards the smartphone industry and increasing penetration of Internet would also enhance the Mobile Ad spend exponentially. According to eMarketer, it would cross the $100 billion mark by 2016.
However, when it comes to India where the majority of population is still carrying a feature phone and the number of mobile Internet users is just over 20% of its total mobile subscribers, it becomes very important to consider the offline vertical of mobile marketing domain.
Offline vertical includes tools like Missed Call, Voice Call, and SMS, which can be used to craft a customized campaign as per the marketing need. It could be a campaign to broadcast Live speech of a political party to garner reach and increase awareness, on a simple phone call, or a campaign utilizing mobile phone as a source of information and engagement, by just giving a Missed Call. You can increase the TRP or user base of your TV Drama show or a Reality show by inculcating audience responses and votes via Missed Call. You can even craft a Voice Call based game on mobile as a promotional activity; a perfect blend of innovation, creativity, and marketing.
Mobile phone has truly redefined the concept of communication. Anything can be communicated or promoted to any person anytime and anywhere even when he is out of the traditional mediums’ reach. The use of offline tools has further extended its utility to the feature phone users or Media Dark Areas, which is a huge market of potential customers. In a nutshell, it won’t be wrong to say that the mobile phone is ‘the medium’ for marketing.
Stats via MarketingLand