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Mobile marketing in India performs best when informative and creative

Rebecca | November 25, 2013

A study conducted by Yahoo! has shown that Indian consumers have a specific ad preference.

According to a survey by Yahoo!, which was performed in conjunction with the Mindshare online and mobile marketing, and global media services firm, smartphone and tablet owners in India find ads more appealing when they are eye catching in a creative way, when they are informative, and when they feel that they enhance their social position.

The survey, entitled “Getting Mobile Right” also revealed that Indian consumers are keen news consumers.

According to the report on the results of the mobile marketing survey, “Sixty seven percent of the respondents desire ads that allow for creative expression, while 61 percent prefer advertisements that enhances their social standing.” Furthermore, 60 percent of the participants in the survey stated that they have a preference for advertisements that can be shared with family and friends. An additional 58 percent preferred the ads that gave them something interesting to discuss with others.

The mobile marketing research also indicated that both smartphone and tablet users especially enjoy political news.

India - Mobile Marketing Though they do enjoy news content, as a whole, it is political news that was revealed as the most interesting to the participants in the mobile marketing study. The survey was conducted throughout July and August and involved 504 respondents who were smartphone users, and 101 who were tablet users. The participants resided in Bangalore, Delhi, and Mumbai.

According to David Jeffs, the head of insights in India and South-East Asia at Yahoo!, “Given the mobile growth in India, the potential for brands to engage with their consumers via smart devices is tremendous.”

The purpose of the mobile marketing study was to gain greater insight into the behavior of smartphone and tablet using consumers. It investigated their content and ad preferences and the ways in which their habits change throughout the length of the day. They also looked into the way that the changes in their behaviors alter the way that their devices are being used and what they are consuming while they use those devices at those different times of day, explained Jeffs.

Mobile marketing will receive a greater investment next year

Julie Campbell | October 28, 2013

Companies will be spending more to advertise and promote over that channel in the next 12 months.

A recent report on mobile marketing and commerce has determined that showrooming may not be considered to be as great of a threat as expected, as only 11 percent of retailers participating in a study claimed that they felt that it is a shopping behavior that could be harmful to their own revenues.

For this reason, many companies are pouring more money into the channel to help to boost their in store experience.

The research, which was published by BuyDesire and Econsultancy determined that most companies will be increasing their mobile marketing budgets over the next year and that this reflects a greater adoption of the channel, overall. They showed that out of every ten companies, seven have said that they would be increasing their spending in this area within the 12 months following the survey. The purpose is to keep up with the growth of the channel.

Only a small number of companies are currently using mobile marketing at the moment.

However, the current trends are changing and although the majority of companies are not using mobile marketing at the moment, they are changing their tunes and will primarily be doing so within the next year in some shape or form. They will be incorporating these technologies into their overall strategies on a growing basis.

The survey was conducted by the company from July through August and involved the participation of over 500 agency and in-house marketers. Among them, almost one third (29 percent) intend to use tablet optimized websites for the first time in the next year, with a considerable growth in location based mobile marketing (22 percent) and m-commerce (20 percent).

According to an Econsultancy research analysis, Bola Awoniyi, who spoke about these mobile marketing study results, “The research makes it clear we are at a tipping point with regards to mobile marketing and m-commerce. More companies that have been treading water with mobile technology will be taking the plunge in the near future.” It was also seen that only 11 percent feel threatened in any way by showrooming, even though 67 percent noted that the in-store use of smartphones was rising.