Mobile media goes mainstream

In 2005, when Affle was found, Anuj Khanna Sohum’s third company, dedicated to the use of mobile technology, it was getting clearer that mobile media will be a force to reckon with.

Today we are living the future. Recently a senior industry leader Pete Blackshaw, Global Head
of Digital Marketing and Social Media of Nestle said in a TV interview, “Migration to small screen is an obsession with me.” This compels folks in the thick of evangelizing the power of mobile media to celebrate the success of the growing influence of mobile.

Increasing relevance and mobile market size

Mobile media is becoming mainstream across Asian markets with different levels of maturity; a trend which will only gain momentum in time, as the number of people who access internet using their mobile phones increases.

It is expected that mobile internet will take over desktop internet by 2014.People across markets are finding so much relevant stuff to engage with.

In Singapore, a mature mobile market, is flooded with locally grown apps on increasing productivity, all-access baking, dining out options, file sharing apps and so on.

Dual economy markets, with lower level of mobile maturity, like India and Indonesia are finding relevance of anadded kind; getting weather updates for rural users, selling wares on-mobile, connecting with  market places and so on.

Infographic by Milagro Mobile Marketing

This increasing relevance is engaging consumers to the small screen. They find utility and entertainment, when they want and where they want. Brands have a great opportunity in being an ally by providing them the utilities and the entertainment.

According to Mobile Marketing Association, approximately 1-2 per cent of spends are directed towards mobile in advanced markets like Singapore. This is bound to change as over 4 billion mobile phone users evolve at a great speed.

Understanding the medium

Before brands step into an engagement mode they need to understand the medium and the strengths it offers such as locational advertising, in-app engagement, in store activation, ability to drive call to action and so on.

Large organizations are making efforts to overhaul their department structures to drive a better understanding of the mobile/digital medium. It is important because mobile is the only constant companion of consumers.

Have a look at this infographics by Daily Infographics, which may not reflect the exact percentage of things consumers do in Asian markets. It certainly encapsulates the list of things consumers do while shopping.

Brands can consider each one these as opportunities for becoming an ally to consumers. Anuj found ad2c earlier this year along with D2C Inc, the largest mobile marketer in the world with just this intention -- to support brand marketers in understanding the mobile medium and creating engaging formats to push their brand  messages.

Not about smart phones only

Engagement is not limited to smart phones alone. Feature phone markets are driving huge innovations too. In our experience, the list the engagements brands have been able to push is very long; driving tune-ins for important programs, launching products, pre-booking products before launch, pushing the sales of apps in online stores, book test drives for cars, generate user generated content and so on.

An example is Maruti Suzuki, India’s largest car manufacturer, which won a global marketing award from MMA for a campaign driven on feature phones.

Mobile versus other mediums

Clearly synergies between print and mobile, TV and mobile and online and mobile are building up. All three mediums are recognizing the power of the small screen.

Print ads for cars carry QR codes where users can visit microsites created for greater interactivity or for sheer depth of extra information on the advertised car.

Research data suggests that almost 86 per cent of the people use their mobile phones while watching TV. They share feedback on programming, search, upload score updates, engage in social media and a lot of other things. Brands can use these insights and use the mobile medium to add much greater excitement and engagement than what exists in current marketing programs.

Anuj Khanna Sohum, Founder and Chairman, Affle & ad2c

Himanshu Verma, CEO, Like Minds Consulting Pte ltd