Introduction
Smartphone Users (in Millions)
Introduction
Smartphone
penetration as %
age of
population
Mobile Internet in India
Mobile phone
Internet Users In India
Mobile Growth Expected
• As of 2021, India has around 1.2 billion mobile subscribers of which 0.75 million (62.5%) use smartphones. India is
looking to become the second-largest smartphone manufacturer in the next five years.
• This growth will majorly be due to the rural sector at a compound annual growth rate of 6 percent, whereas the
urban sector’s growth will be at a CAGR of 2.5 percent from 2021 to 2026.
• The rise of internet-based devices in the rural market will also get a push from the nation’s plan to fiberize all
villages by 2025 under the BharatNet Programme.
• The demand for smartphones is expected to spike at a CAGR of 6 percent to reach around 400 million smartphones
in 2026, from 300 million in 2021.
Source: PTI
Purpose of Mobile Internet
• Infotainment
• Social media
• Communication
• E-commerce
• Ticketing
• Navigation
• Gaming
Mobile Evolution
Mobile Marketing
• Mobile marketing is any marketing activity carried out on a mobile
device
• Create awareness
• Build interest
• Convincing users to take some sort of an action.
• Personalization
Mobile Marketing
• Intimate and personal device
• Urgency in the message/notification received (vs. email?)
• Marketers often tap into this characteristic need of the user to act
once a message is received.
• Call for action – keep it simple - a missed call or participate
through one click.
• Sent only contextual and relevant messages
• Communication at the right time
Everything should be made as simple as possible, but not simpler.
Albert Einstein
Mobile Marketing
• Traditional mass media used for broadcasting to users
rather than for personalized communication.
• Passive consumption
• Little or no interaction
• Mobile phone may serve as a unique identifier for the user.
• Location info available for targeting the user.
Mobile Marketing
• Mobile phones - various technologies and capabilities.
• Portability and ubiquity:
• Constraints while processing information on the go.
• Small screen size
• Processing information and making decisions from a small screen
imposes more cognitive load on the user (compared to
laptop/desktop).
500 MOBILE ADVERTISING 494.95
Spending in billion US dollars
450 446.14
400 395.96
341.18
350
276.21
300
233.5
250
200
150
100
50
0 2019 2020 2021 2022 2023 2024
Mobile Internet Ad Spending (in millions USD)
MOBILE ADVERTISING SPENDING
Mobile Advertising Models
On-Device
Off Device Advertising
• Consumer engagement via the mobile device, but the
brand first reaches the consumers through other
traditional media.
• Call-to-action messages
• Consumers participate in contests or offers by sending an
SMS or missed call to a toll-free number.
LOWER COST , YET HIGHER RELEVANT AND ACCURATE DATA
DEDICATED MINDSHARE MEDIA DARK COMMUNICATION
EFFICIENCY FOR ANALYTICS & TARGETING
PERSONALIZED
HIGH REACH BETTER ENGAGEMENT
COMMUNICATION
LOCALIZED AND TARGETED THE VERSATILITY OF
COMMUNICATION COMMUNICATION
REAL-TIME ENAGAGEMENT AND
2-WAY COMMUNICATION
Text Brand mobile
Ads site Interaction
Video Paid voice
Owned Earned
Application Content
Displa
y Advocacy
Mobile Marketing Toolkit
POE Media framework
Paid forms of Mobile Marketing
Media Dark
Regions
Paid forms of Mobile Marketing
Text Voice Display Video
Push SMS OBD
WAP
Tag Footer CRBT
Mobile Radio In-APP Video Pre-rolls
USSD String
Railway Enquiry Rich Media Ad as Content
Native Ads
Text
• SMS
• Push Notifications
• USSD
Voice
• OBD-outbound dialer
• CRBT-Caller Ring Back Tones
• Mobile radio
• Rail Inquiry – 139
Display
• Display
• WAP Banner Ad
• In-app banner ad
• Rich Media on Phone
• Native Ads
Rail Inquiry VoiceAdvertising
IN APP ADS DIMENSIONS
WAP BANNER AD BY COCO COLA
H U L Active Wheel
• Challenge
• Brand’s target audience lived in villages across the country
in media dark regions.
• Objective
• Reach the target audience and spread category and brand
awareness.
https://www.youtube.com/watch?v=qlGcd_5fyzI
Coca Cola Chok Chok Campaign in Hong Kong
Objective
• Coca-cola was launching a new TV commercial, and the
objective was to get every teen in the town to see it and
buzz about it.
Challenge
• How to get one ad spot to excite the teens to a whole new
level.
Coca Cola Chok Chok Campaign in Hong Kong
Solutions
• ‘Chok’ meaning rapid motion was the latest slang word
used by Hong Kong teens. They created an iPhone app
where teens could catch the tumbling bottle caps from the
TV ad to win instant prizes.
Result
• Within a day the app became a top downloaded app in the
local play store. The Ad was watched 9 million times over
different mediums. That is 1.28 times for every man,
woman, child and teen in Hong Kong.
https://www.youtube.com/watch?v=jgHmS4HNtVk
Nivea Sun Kids
Objective
• Nivea Sun Kids protected children’s delicate skin, but
Nivea wondered how they could solve other significant
problems parents faced such as kids wandering away from
the beach.
https://www.youtube.com/watch?v=XpRgBt_tb
PQ
Mobile App Design
• Simple, and crisp content
• Do not simply recreate your website
• Enable sharing
• Ask for feedback
• Make the interface clutter-free
App store optimization
• Optimization of App Title
• Optimization of App Description
• Optimization of App Keywords
• Ratings and Reviews
Mobile app marketing
Pre-launch Planning
Acquire Users
App tracking Post launch
Retention and Engagement
App Install Strategy
Paytm candy sweet
change
https://www.youtube.com/watch?v=AOnTgkQY
a84
Mobile Marketing Features
• Location Based Services or Proximity Marketing
• Social Marketing
• QR Codes
• Augmented Reality
• Gamification
• Mobile Wallet
Mobile Marketing Strategy
• Integrate with existing channels
• Different levels of access to information
• Consumer activity – intensity on mobile phones
• Limit the amount of information
• Cognitive cost on mobile phones?
Q R Code
• Use communication materials (e.g., advertisements,
brochures, posters) to allow interactivity that is
unavailable on the printed page.
• The user can scan a QR code with a mobile device that is
equipped with a camera and QR code reader application.
• Once the QR code is scanned using the device’s camera, it
is translated into actionable information, such as a text
message or mobile web page
Q R Code
• The page that the QR code is pointing to should be
properly maintained
• The page should be optimized for mobile phones
• The action(s) should lead the user to ‘do’ something on the
page.
Common Short Codes (CSC)
• Four or five digit numbers with which a marketer can
perform advanced functions at premium
• Users can send a text containing keywords to subscribe to
services, request a download, enter a competition, or cast
a vote.
https://www.textguru.in/Short-Code-SMS-
India.php
http://shortcode.in/
Forms of Mobile Marketing
Voice-based Communication Services
• Target users not able to read or respond to text messages.
• Low socioeconomic segment
• Highly cost sensitive with any calls that are made and
received on the mobile phone.
• Offer monetary/points based incentives to audience for
listening voice-based communications.
Short Messaging Services (SMS)
• Popularity
• Cost
• Promotional messages
• Transactional messages
• Bulk
• DND
Short Messaging Services (SMS)
• Build a customer database
• Refer prospects to the company website
• A/B testing: content and time of the day during which the
SMSes can be sent to users.
• Trusted sender ID
• Measure
Mobile S E O
• Optimizing the website for device-specific experience
• Responsive Web designs
• User’s behaviour and environment (e.g., screen size,
platform, and orientation)
• Dynamic Serving
• Parallel URLs
Mobile Websites
• Amazon or Flipkart
• Website on desktop vs. mobile
• App
Mobile S E O – Best Practices
• Improving loading speed
• Incorporating local search elements (often by linking to
local businesses and Google Maps)
• Allowing CSS, JavaScript codes, and images
• Avoid flash-based content
• Optimize titles and meta descriptions
Mobile Apps
• Send push notifications (e.g., new offers and customization)
• Offer customer service (e.g., service resolution)
• Deepen customer relationship (enhance customer engagement)
• Automate processes (e.g., bill payments, reminders)
• Value provided for consumers:
• Provide compelling reasons to user to keep on using the app.
• An in-app experience may be enriching for the customer.
• An app functions on disrupted internet while a website does not.
Mobile Apps
• App Store Optimization (ASO) - process of improving the
visibility of a mobile app in an app store
Mobile S E O – Understand user behaviour
60
%
Anticipate need
Customize
Speed Matters
Mobile Advertising
• Website accessed via a mobile device/ app
• More intrusive, unwelcome and annoying (vs. desktop/ laptop)
• Ad types:
• Banners
• Native ads
• Video ads
• Interstitial ads
• Rich media ads / interactive
M-Commerce: Cash on Delivery
• Indian consumers are wary of making online payments.
• Option to pay on delivery as cash on delivery (COD).
• Challenges due to COD
• Manpower intensive
• Refusal at door step
• Poor infrastructure
• Security
Colgate in Kumbh Mela
• Most pilgrims were from the rural background and had low
literacy rate. So text-based communication or apps were
ruled out. Colgate decided to use voice-based
communication.
• Challenge- The challenge was that pilgrims came from
different parts of the country and hence targeting based
on networks or regions were not possible.
Colgate in Kumbh Mela
• Solution
• Location-based targeting.
• Colgate used Amin Sayani, popular radio jockey of
yesteryears with a highly recognizable voice to make the
voice call.
• Colgate toothpaste pack worth Rs 10/ free.
• Result- Colgate stall attracted more than 700,000 visitors.
Visitors to Colgate outlets were over 300% of the pre-
promotion period.
https://www.youtube.com/watch?v=kqyDSciLyWA
• Objective
• Turquoise found that on
an average youth in India
remain in a bar for about
5 hours, from 8 pm to 1
am. They wanted their
consumers to have fun in
an engaging and
responsible manner.
Turquoise Cottage Bar
Turquoise Cottage Bar
Solution:
• A buddy stamp which was a QR code.
• On scanning, users got specific information. From 8 pm to
10 pm customers were given bar offers and discounts.
Towards the end of the night, they were given Call-a –cab
services. Morning, they were given hangover tips.
• Result:
• The response was very positive with 85% of smartphone
users choosing in favour of Buddy stamp. They even
shared their experiences on social media.
• https://www.youtube.com/watch?v=z5fQHWvZ-Iw
Anything else?
• https://brands.hotstar.com/
• https://www.themediaant.com/digital/hotstar-app-
advertising
Mobile Campaign Tracking-Mobile Analytics
KPI
• Clicks to call
• Clicks to a map or store locator
• Click to offer
• Clicks to a landing page or microsite
• Clicks to an app download
• Clicks to a screen within an app
• Time spent within the ad experience
• Actions completed within the ad experience
Kan Khajura Station: From the 'dark' to connectivity
Marketing Challenge
• To reach media dark audience
• The target task was to reach 10% of the population within
six months to improve brand awareness.
Consumer insight
• Media Dark state
Strategies
• The Kan Khajura station
https://www.youtube.com/watch?v=QAZ6tN5ny
Wc
Challenges and Opportunities
• AR
• VR
• Chatbots
• ChatGPT
