‘Ad­ver­tis­ing spend on mo­bile is in In­dia’

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What are the ini­tia­tives of Mo­bile Mar­ket­ing As­so­ci­a­tion (MMA) to stan­dard­ize mo­bile mar­ket­ing ecosys­tem?

As an in­dus­try body, we are the cus­to­di­ans of mo­bile mar­ket­ing and ad­ver­tis­ing. We are the only body in the world which frames guide­lines, pri­vacy poli­cies, and code of con­duct for us­ing mo­bile as the next medium for ad­ver­tis­ing and mar­ket­ing. We fa­cil­i­ate the pro­poga­tion of evan­ge­lism of all the guide­lines and prac­tices. This is a new medium and for this to grow we need to set stan­dards and best prac­tices. We have framed guide­lines around mo­bile ad­ver­tis­ing and mar­ket­ing in­clud­ing guide­lines around lo­ca­tion based ser­vices, ad­ver­tis­ing cur­rency, search and au­di­ence mea­sure­ment, pri­vacy guide­lines, and ad­vo­cacy guide­lines. MMA has over 13 com­mit­tees where ev­ery as­pect of the mo­bile such as us­age on apps, com­merce, and ed­u­ca­tion have been framed to take this in­dus­try to the next level.

Please elab­o­rate on the bet­ter mes­sag­ing plat­forms to reach tar­get con­sumers.

The best mes­sag­ing plat­form is ‘opt-in’ and ‘dou­ble opt in’. The opt-in model seeks per­mis­sion from con­sumers and their pref­er­ences for ad-re­lated in­for­ma­tion. This plat­form helps to send con­tex­tual mes­sages and it will also be ap­pre­ci­ated by tar­get au­di­ence. The mar­ket­ing op­por­tu­nity is huge but it should not be led by spam, it can­not be a broad­cast mes­sage.

What is your per­spec­tive on the m-mar­ket­ing in­dus­try in In­dia? Is the in­dus­try dif­fer­ent in In­dia from the rest of the world in terms of mar­ket fo­cus, us­abil­ity, and brand in­te­gra­tion?

Yes, to a cer­tain ex­tent it is dif­fer­ent. The fun­da­men­tals of mo­bile mar­ket­ing won’t change. The in­her­ent things like per­for­mance, in­ter­ac­tiv­ity, con­tex­tual all of that re­mains the same. The dif­fer­ence is, in In­dia, the de­liv­ery of the mes­sag­ing is pre­dom­i­nantly on fea­ture phones as com­pared to west. The cur­rent mar­ket­ing ef­forts are on fea­ture phones more than smart­phones. But that will change soon due to the pro­lif­er­a­tion of smart­phones.

It will catch up with the western world but pure land­scape of the mar­ket will take a lit­tle longer to make it hap­pen. And the op­por­tu­nity for mo­bile is far greater due to the pen­e­tra­tion of mo­bile phones in In­dia. It en­ables big brands to reach out to the next bil­lion in In­dia. Once the in­dus­try starts de­liv­er­ing, bet­ter plat­forms will emerge and us­abil­ity sce­nario will be much higher; and brand in­te­gra­tion is also in­creas­ing.

Nearly 7% of the ad­ver­tis­ing should be spent on mo­bile and 20% on an­other medium to get the ef­fec­tive re­turn on in­vest­ment and to have the best op­ti­mized in­vest­ment for the me­dia mesh. Right now the mo­bile mar­ket­ing in­dus­try only ac­quires about 1% of the ad spent. The to­tal ad­ver­tis­ing spent on mo­bile in In­dia is around 180 crore ex­clud­ing SMS, ac­cord­ing to our es­ti­mates.


Ro­hit Dad­wal


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