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Effectively tapping the opportunities in an expanding mobile ecosystem

Mobile has become a very important part of our daily lives. For a lot of millennials and children, it is the first introduction to the screen. With the growth of smartphones that we have seen over the past few years and the strong ecosystem that India provides in terms of exciting data rates, the mobile growth opportunity is tremendous.

Being one of the most important tools for the marketers today, Adgully’s MOBEXX 2019 sought to understand how industry experts have been using this mobile opportunity effectively for the past few years in the panel discussion on ‘The Mobile Opportunity’, which as presented by Truecaller Brand Solutions.

Moderated by Madhuri Krishnan, Sales Director, Truecaller, the panelists included:

Archana Aggarwal, VP - Media, Airtel

Ganish Bahl, Director – Digital Marketing, Vivo India

Gopa Kumar, Chief Operating Officer, Isobar India

Juhie Gorwara, Head, Group Marketing - Brand, Communications, Digital/ E-commerce, Philips India

Sai Narayan, CMO, Paisabazaar.com

Sameer Jain, AVP – Digital Marketing, Max Life Insurance

Following are some key aspects of the discussion:

Average screen time spent on mobile on a daily basis

Ganish Bahl: We are in the industry of seeding the device in each and everybody’s hand, but I would definitely believe that from the moment I get up to the moment I sleep, it’s not going to be less than 12-14 hours a day. I guess for the maximum time I’m on phone only.

Archana Aggarwal: Working for a telecom company, obviously my screen time is quite a lot because I check mails on the phone; I check everything on the phone practically even when you’re sitting in meetings. So I think among the waking hours, it’s at least 80-90%.

Sai Narayan: I think for me, if I remove WhatsApp it would be around 2 hours, but if you add WhatsApp, then it is 10-12 hours easily.

How Telco-smartphone collaboration is contributing to this growing addiction

Archana Aggarwal: We have not just looked at the handsets ecosystem, but there are lots of ways that we look at on how to get consumers onboard. It all starts from life needs which translate into benefits. From the handset standpoint, we have also looked at moving consumers up the value chain in terms of getting them up to low cost smartphones; hence, getting into this ecosystem by tying up with handset manufacturers. Get low cost smartphones, give some benefits like cash backs, etc., because for these consumers, it’s an outlay.

Standout brand campaigns in a mobile environment

Gopa Kumar: We are actually in a very attention-deficit environment. Be it mobile or Internet, I think the attention span of an average Internet user now is around 8 seconds. Within 5-6 seconds people decide whether to be on a page or an app. 40% of the people drop out if a page does not load within 4 seconds. So basically, you would want to draw attention at the flick of a second. Even though we are in a mobile environment, we do not focus on the customer’s journey and experience. If we are able to focus on that, most of the problems will be solved and we will be able to get out of that clutter. Another point is that creating and optimising content specific to platforms and devices or for the entire environment is a new thing and people are still adapting to that.

Measuring KPI in mobile

Sai Narayan: We all know that the ultimate destination for a consumer today is mobile. Marketers have to be very clear what are the things that will give them performance. One has to be very clear about which aspect of mobile is performance driven and what are the KPIs that you are setting. We find success in doing experiments at a small scale, but the moment you scale it up, the KPIs are not met. Mobile is a great discovery platform; consumers not just discover a lot of brands on mobile, they also end up purchasing there. So, it eventually becomes a buying platform as well. You need to smartly use your platform to provide intelligent solutions in order to acquire customers.

What do the numbers say?

Ganish Bahl: We need to look at the objective that we want to drive – is it engagement, driving awareness, drive the lower funnel matrices like your preference and consideration. It is also important how creatively you can tell your story and how efficiently you can drive the key benefit. Not just the numbers, but creative solution is equally important.

Sameer Jain: Conversational bots are one of our biggest bets. However, the consumer is not yet ready because we see higher drop offs on bots v/s plain landing pages. Virtual Reality as another tech, which I believe, will become very significant in the coming times. As marketers, we need to go where the consumer is, rather than doing what the advertiser wants us to do.

Check out the full conversation here : https://www.facebook.com/AdgullyIndia/videos/410779186509387/

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