India Trends 2008: Mobile Marketing

Mobile Marketing is meant to describe marketing on or with a mobile device, such as a mobile phone. There are three major kinds of marketing...

Mobile Marketing is meant to describe marketing on or with a mobile device, such as a mobile phone. There are three major kinds of marketing possible by use of SMS or MMS, Mobile web marketing and marketing using bluetooth.Mobile Marketing Association (MMA) in its third-annual APAC Mobile Attitude and Usage Study rated India and China as most attractive in the region for this kind of marketing solutions.Roughly half of APAC mobile users expressed at least moderate interest in mobile marketing, and 13% indicate high interest. The immediacy of the information and convenience of the service are perceived as its greatest benefits.

Marketing using SMS or bluetooth can usually involve taking permission of consumers and sending them messages and this year saw the debut of sms2india and mginger which tried to enroll users with the promise of paying them for viewing smses and might have got lot of viewers but have struggled in getting enough advertisers on board to make substantial revenues. This year also saw many firms venturing into bluetooth marketing and with some successes by using bluetooth zones in malls in India.

On mobile web marketing filed this year saw google roll out its adsense platform and along with yahoo offer various search related features to mobile. With India's 200 million mobile user base and so many startups venturing into this field this can be an interesting trend to watch in 2008.
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5 comments

Nakul Mehra said...

As far as the mGinger and sms2india model is concerned, their primary model was to collect an opten-in, segmented database of people which can be presented to advertisers. The model failed within a quarter since the kind of people, youth mostly, enrolling in the database programme for the sheer greed of a few Paise(smallest unit of INR) is not quite the Disposable Income group or High Income group which most of the advertisers would look for. Advertisers for FMCG and cheap products may even enroll in the programme but then their own competition rather stick to conventional media like TV, Print and outdoor where SMS is not that efficient.

Abhishek said...

very well put Nakul I suppose that as the mobile marketing evolves the question of deciding the target group first and then reaching out to them will become very important

Anonymous said...

I agree with the comments made above, but perhaps with the latest applications available on the iphone and the coming of SMS2.0 where users can decide the kind of content they wantto view...perhaps the trend will change and the advertisers will have a viable media for advertsing coz surely such a user ma not bother about a few paise here n there :)

just a thought :)

Sumit said...

I think basis of "Permission Marketing" apply to Mobile market in same way. As correctly mentioned in article - "The immediacy of the information and convenience of the service are perceived as its greatest benefits."

Sumit said...

I think basis of "Permission Marketing" apply to Mobile market in same way. As correctly mentioned in article - "The immediacy of the information and convenience of the service are perceived as its greatest benefits."

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