banner image banner image
 

TMMS 2018: Mobile Marketing Decoded

TMMS 2018 or The Mobile Media Summit held in Mumbai yesterday, was a day full of insights and learnings, knowledge sharing and debates. Powered by guest speakers, each a master of the game in his/her own right, the conference succeeded in spotting key trends, understanding contradictions and bringing key challenges to the fore.

While we would bring to you panel by panel report of the conference shortly, here are the discussions that came to fore in every session starting from the inaugural address:

 

Inaugural Address: Akash Banerji

  1. Depth or width of content continues to be a debate. However, it is critical to drive depth, stickiness and engagement to convert floating viewer to a regular one
  2. It is important that user discovers the content he/she is looking for
  3. Earlier consumers did not carry the medium that gave them message to purchase point, now they carry both medium and the message, is significance of brand building diluted due to this?
  4. Why we purchase would never ever be logical, and hence it is important to touch the emotional cord
  5. Focus has to be on consumer lifecycle on the app –acquisition and retention both need to be given equal weightage

 

L to R: Vivek Bhargava, Debdatta Das
L to R: Vivek Bhargava, Debdatta Das

Creating great Mobile content and its amplification strategies (fireside chat)

  1. It is no longer about digital marketing alone, in every business outcome digital plays an important role
  2. In digital marketing organic reach plays a role – for that content has to be high on CTR and engagement. We should aim for good content – it gives us same result at half the price
  3. Instead of consumer being at centre of communication, client interest and business objective should come first
  4. Digital age has arrived but mindset of digital is still to come
  5. Digital gives you the opportunity of experimenting with 100 and then maybe succeeding with three. If you think you would never fail – you can’t work in digital

 

L to R: Shamsuddin Jasani, Aakrit Vaish, Ankit Desai, Haja Sheriff, Sudesh Shetty, Zameer Kochar
L to R: Shamsuddin Jasani, Aakrit Vaish, Ankit Desai, Haja Sheriff, Sudesh Shetty, Zameer Kochar

AI & Voice: Potential & Impact (Panel Discussion)

  1. Searching through voice is now 30%, by 20:20 it would be 50% of online search
  2. Jio has created a major disruption. 250million handsets going into small towns and village would now be voice enabled.
  3. Screen time would go down due to voice. When is the question. Voice and app would coexist. Voice would simplify interaction with most devices
  4. As language barriers stop impacting penetration, a new breed of people are entering digital web system and hence need for voice exists
  5. Machine learning or AI helps us take decisions faster. Not only marketing but sales too gain hugely by use of machine learning
  6. In voice more critical than skills is engagement

 

L to R: Ashish Bhasin, Gurmit Singh
L to R: Ashish Bhasin, Gurmit Singh

Nuts and bolts of building a successful brand in today's time (fireside chat)

  1. Half of your advertising is wasted but with digital my hope is that we can improve those efficiencies. That's the Holy Grail of advertising.
  2. Average lifespan of a brand manager and CEO in an organisation is less than two years. So, they want measure results quarter on quarter. They look for real time and instantaneous response
  3. We are a nation of story tellers, song and dance is a part of our psyche. TV modified how advertising was done, now it is again changing as per the changing consumer
  4. Personalisation leads to much better targeting
  5. On media side machine learning and AI have contributed considerably, on creative side a lot needs to be done but we are getting there

 

Kranti Gada: Delivering Seamless Multi-platform Experiences Beyond Mobile (Keynote address)

  1. Content creators need to work toward seamless integration across media
  2. Winning brands are telling engaging stories across platforms
  3. Long format entertainment and short format entertainment would co-exist, with different TG skewed towards one or the other

 

 

L to R: Anita Nayyar, Babita Baruah, Atit Mehta, Prashant Sharma
L to R: Anita Nayyar, Babita Baruah, Atit Mehta, Prashant Sharma

Technology vs Big Idea: Who would lead brand communication of the future? (Panel discussion)

  1. Disruption is the buzz word. Voice search is the biggest disrupter – from 25% now to 35% in three years
  2. Today is the age of integrated communication – creativity and technology have to work together hand in hand
  3. There is no point in disruption, if it does not bring revenue to the clients. Data is critical to understand how creativity can deliver better results
  4. Ideas have to blend on various platforms. It is an era of three second commercials
  5. When we say we are getting to new age agency model, it is a full service agency model. agencies are converging back

 

L to R: Megha Tata, Ashutosh Joshi, Mayoori Kango, Partho Dasgupta, Sujit Ganguly, Tarun Katial
L to R: Megha Tata, Ashutosh Joshi, Mayoori Kango, Partho Dasgupta, Sujit Ganguly, Tarun Katial

Third Party Digital Measurement: Need of the Hour! (panel discussion)

  1. Average digital consumption time has increased to 52 minutes from 2 minutes 5-6 years ago
  2. We do not know unique people we can reach across platforms – measurement across platforms is need of the hour
  3. Video views are not measured similarly across the board – at some platforms these are only based on impressions
  4. Digital has been measurable form serving to call to action. Brands that were looking at a CTA ruled the digital
  5. what digital can give you today, no other media can. Digital gives us attribution tools. Third party tools allow you access to your campaign real time
  6. SDK and API integration would have to pull millions of publications’ data.
  7. Cookies game is getting over. If consumers don’t opt in, how would you sell that data
  8. Due to multiplatform digital consumption, key challenge is collecting the data, and second is reporting the data
  9. Third party measurement needs to be international standards. More than a single measurement, greater need is for industry standards that follow minimum quality parameters.

 

L to R: Akhil Almeida, Vaibhav Odhekar
L to R: Akhil Almeida, Vaibhav Odhekar

The Power of Mobile Gaming in India (presentation by Pokkt)

  1. There are 250 million + mobile gamers. 60 minutes is the average daily time spent
  2. More than 50% of smartphone users play mobile games twice a day
  3. 45% mobile gamers are women and 38% moms are gamers, nearly 1/3rd players are 35+
  4. 50% plus gamers perceive ads to be more personalised on gaming apps than traditional media. 58% watch ads to receive treats and rewards
  5. These ads are considered brand safe, have higher viewability, high reach and engagement as these are user initiated

 

L to R: Zubin Dubash, Abhishek Gupta, Arun Iyer, Rajeev Malik, Rameet Arora
L to R: Zubin Dubash, Abhishek Gupta, Arun Iyer, Rajeev Malik, Rameet Arora

Brands: The new age story tellers:

  1. Till the time measurability of digital is proven, branded content would continue to be over and above TV
  2. Good content built on well thought out brand strategy uplifts the brand
  3. Branded content gets highly engaged consumers and higher RoI
  4. High emotional connect is critical, brand stories have to move the consumer, make them laugh or bring out any other positive emotion
  5. Consumers would continue to watch ads and consume content – how brand communication is woven across platforms is the most critical aspect

 

L to R: Vasuta Agarwal, Chanan Sawhney, Mayoori Kango, Priyanka Agrawal, Rohan Mehta, Sandip Tarkas
L to R: Vasuta Agarwal, Chanan Sawhney, Mayoori Kango, Priyanka Agrawal, Rohan Mehta, Sandip Tarkas

Solving the Data Conundrum: A Priority and a Challenge!

  1. Reengagement is critical, digital savvy brands focus a lot on reengagement
  2. How you visualise date for getting a more meaningful outcome is a challenge
  3. There is need for a safety measure or there is no method in the madness
  4. Brands should take the data that consumers want to give and create stories around it
  5. Put yourself in customers’ shows before you make data strategy

 

L to R: Mihir Mehta, Preeti Jadhav, Amogh Dusad, Vineet Kanabar
L to R: Mihir Mehta, Preeti Jadhav, Amogh Dusad, Vineet Kanabar

Roadmap to Building Brands on OTT

  1. There is certainly going to be landgrab and a certain amount of consolidation
  2. New business models would emerge - aggregation and licencing would gain pace
  3. Content being churned out, stickiness to the content on platform and understanding of the consumer is critical
  4. Consumers don’t have more than three OTT apps
  5. More you widen the breadth, better it is. Consumers might have downloaded you for a different reason but consume other content you offer too
  6. Recommendation engines are critical.

 

Keynote Address: Shashi Sinha: Measurement, critical for business growth

  1. India is a powerful economy. However, Adex is under leveraged and is a miniscule part of GDP
  2. As for measurement two critical issues are lack of intent and investment in technology on part of digital media players. Are we scared of measurement?
  3. There are very few markets where TV and digital can be measured with a single capability – India is ready
  4. Without measurement we can’t know impact of advertising and measure RoI, so advertisers have to start pushing for third party measurement
  5. Largest platforms measure on desktop, not on mobile, which is a concern area

 

L to R: Sanjay Tripathy, Pradeep Dwivedi, Rameet Arora, Shouneel Charles, Tanay Kumar
L to R: Sanjay Tripathy, Pradeep Dwivedi, Rameet Arora, Shouneel Charles, Tanay Kumar

Mobile: The Centerpiece of a Multi-platform experience

  1. Needle is shifting to digital – especially digital news consumption on mobile. And as the platform is different – content has to be repurposed
  2. People do not necessarily shift to same brand of news on mobile as they read in newspaper: digital builds on its own – great content, user experience, rich media, personalisation and less load time are critical
  3. Audience is new and different, but mileage is gained from pedigree brands too – at some level, it is good to be joined at the hip so that we transition together
  4. Now content is searched on google and social media – there is limited loyalty. Algorithms need to be worked out
  5. With the next generation of consumers, who are mobile natives, there would be a massive change in strategies
  6. Content aggregation would become key in times to come

 

Closing Address:

Amogh Dusad: Story of Entertainment

  1. Indian mobile story is a story of entertainment
  2. Video, vernacular and viewer interactivity are key components of mobile engagement
  3. By 2021 – 75% of mobile internet usage would be video
  4. 65% the country converses in vernacular, vernacular user is poised to grow by 18% CAGR
  5. KBC had average 56 minutes of interaction on Sony Liv, 8.2 million registrations and total time spent: 47+ million

Please click here to view speaker profiles.

Media
@adgully

News in the domain of Advertising, Marketing, Media and Business of Entertainment

More in Media