Catalyst

A mobile-first approach is vital

Anupam Vasudev | Updated on January 11, 2018 Published on July 31, 2017

BL31_SMART_PHONE_

It may be challenging initially, but investing money and effort in it will pay off



Today’s world is far more dynamic than what we knew of it a decade ago. The rate of change has been heightened, driven largely by the advent of information technology. Look at the penetration of mobile handset and data infrastructure in India alone. According to industry statistics, by the end of 2017, we are expected to have more than 730 million mobile phone users in our country and by 2021 India is slated to have 460 million smartphone users.

Our handsets have become an extension of ourselves. Consider this: According to a recent study released by the Internet and Mobile Association of India and a major market research firm, nearly 77 per cent of urban users and 92 per cent of rural users consider mobile as the primary device to access the Internet. Mobile now represents two out of three minutes spent online. The growing dependence on mobile is now pushing businesses to treat mobile as a big piece in their marketing strategy. It is no longer just another channel for customer engagement, it has now become the ‘first channel of preference’ for brands.

‘Mobile-First’ is not a recent phenomenon; our global peers began working around this approach back in 2009. Fast forward this to the Indian market today. The businesses at large are now coming on to mobile because they realise that millennials who represent a giant size of the market are more digital-savvy than most of the brands today and they definitely are not easily sold to!

For marketers a ‘mobile-first’ journey may seem a bit challenging but if they invested well in it, it will help brands break through the chaos, register the business proposition in the customer’s mind and see it adding value to the brand’s health day in and day out.

So what has fundamentally changed with this mobile and data tsunami for businesses?

We are selling experiences, not products

As we become more real-time, brands are expected to be increasingly comfortable with tools and methods that draw in-depth analysis of real-time engagements, customer behaviour and their usage patterns. This doesn’t stop here. The ability to take all of the acquired wisdom from big data and analytics and make the brand-customer engagement more personalised is what truly differentiates your brand.

We are now ‘app’lifying

In the last 2-3 years we have seen a startling rise in mobile applications. It has matured into a platform in itself which every brand wants to own but not many know how to monetise. Marketers are now working on novel measurement metrics that will help them review their mobile app strategy with a refined qualitative lens. ‘How many people are on my app’ will no longer be sufficient information. Rather aspects such as ‘what keeps them hooked to the app’ will be the mystery every marketer will now solve.

Growing hunger for ‘bite-size’ content

The real test of every marketer has shifted from saying the right things to saying what really matters in around15-30 seconds! A shift that was bound to happen given the personality of millennials. Yes, they are impatient, impulsive and most importantly, their attention span is dipping at a pace unimaginable.

Big data is a thing of the past, we are talking ‘algorithms’ now

Everybody has the wealth of data now. Marketing experts are now spending enormous amounts creating their own algorithms to help their marketing efforts be more ‘creatively strategic’ than ever before.

While it is encouraging to see brands widely accept the ‘mobile-first’ marketing strategy, it is time we come together and embrace the uniqueness of the platform. There is a certain disconnect and below-par utilisation of mobile marketing’s potential. Not contextualising mobile ads, the frequency of irrelevant offers, and myopic vision of instant sales turnaround will only distance us from this audience. The future of mobile marketing lies in connecting the two for better results – faster turnaround time and becoming more relevant. It is another sphere where innovation will lead mobile to become a credible platform to advertise and consume content. Focusing on content gives a brand the competitive edge because mediums can be bought, owned or earned with time but the content remains unique and exclusive to the brand.

A successful mobile marketing strategy requires marketers to keep the customers and their desires at the top and tie back the business goals to it and not otherwise. The mobile platform may appear to be complex but a right mix of ‘customer first’ intent, a solid ‘context-based content strategy’ and an effective use of data and insights can really be the game-changer for your business.

Anupam Vasudev is Chief Marketing Officer, Aircel

Published on July 31, 2017

A letter from the Editor


Dear Readers,

The coronavirus crisis has changed the world completely in the last few months. All of us have been locked into our homes, economic activity has come to a near standstill. Everyone has been impacted.

Including your favourite business and financial newspaper. Our printing and distribution chains have been severely disrupted across the country, leaving readers without access to newspapers. Newspaper delivery agents have also been unable to service their customers because of multiple restrictions.

In these difficult times, we, at BusinessLine have been working continuously every day so that you are informed about all the developments – whether on the pandemic, on policy responses, or the impact on the world of business and finance. Our team has been working round the clock to keep track of developments so that you – the reader – gets accurate information and actionable insights so that you can protect your jobs, businesses, finances and investments.

We are trying our best to ensure the newspaper reaches your hands every day. We have also ensured that even if your paper is not delivered, you can access BusinessLine in the e-paper format – just as it appears in print. Our website and apps too, are updated every minute, so that you can access the information you want anywhere, anytime.

But all this comes at a heavy cost. As you are aware, the lockdowns have wiped out almost all our entire revenue stream. Sustaining our quality journalism has become extremely challenging. That we have managed so far is thanks to your support. I thank all our subscribers – print and digital – for your support.

I appeal to all or readers to help us navigate these challenging times and help sustain one of the truly independent and credible voices in the world of Indian journalism. Doing so is easy. You can help us enormously simply by subscribing to our digital or e-paper editions. We offer several affordable subscription plans for our website, which includes Portfolio, our investment advisory section that offers rich investment advice from our highly qualified, in-house Research Bureau, the only such team in the Indian newspaper industry.

A little help from you can make a huge difference to the cause of quality journalism!

Support Quality Journalism
This article is closed for comments.
Please Email the Editor
You have read 1 out of 3 free articles for this week. For full access, please subscribe and get unlimited access to all sections.