While the Indian marketing industry is basking in the glory of smartphone trajectory and for some, India is moving from a mobile-first to a mobile-only society, Kirthiga Reddy, Managing Director of Facebook India bets high on omnichannel presence. Despite the growth in smartphone penetration in India, marketers should not overlook the multiscreen trends that are fast emerging in the country.
According to a research conducted by Facebook, a large portion of the global youth has the fear of being offline and sharing life experience via social media has become an integral part of their lives. In 2013, for the first time the content consumption on digital took over that of television but of late, a shift has been seen from digital to mobile, the report added.
Ms Reddy defined the shift for marketers under two fundamental heads – ‘people-based’ marketing and emergence of mobile phone as personal screen. She strongly believes that people should be at the centre of marketing and mobile phones can be helpful in ensuring more direct form of communication with the consumers as compared to that of television or print media.
Ms Reddy defined the shift to mobile to fuel five critical points in marketing of any product in the digital age
#1. People-based marketing: With development in the technology, the consumer has become more demanding for relevant content. The user insists that the brand provides him relevant content on back of the large amount of data he has access to.
#2. Creative personalisation: The evolution of the marketing industry can be tracked from personalised service by local stores to mass media and the back to personalisation. The emergence of big data has lead to personalisation of content and services on back of large data collected about the choice and preferences of the consumer. The only difference is that technology of the digital age allows the marketers to do it much faster and at a larger scale.
#3. Mobile videos: Ms Reddy quotes the examples of ALS Ice bucket challenge and Ola Cab’s #chaloniklllllo campaign where reach of mobile videos have guided the success of marketing campaigns.
#4. Measurement: A large portion of marketing activities in the Indian space are ROI (return on investment) driven but technology has touched all facets and has transformed the digital landscape too. There has been a shift from cookie-based information to true identity of the consumer.
#5. All day, every day: One of the most important rules of marketing dictates that it should never leave the consumer unattended. The migration from television to digital has removed constraint of prime-time television spot. Since, the user is connected to his mobile phone at all times, the marketers has the liberty to define every time has prime time as he can reach out to the consumer throughout the day.
Concluding the address, Ms Reddy quoted the examples of #FryFutbol by McDonald’s which was created around the FIFA World Cup and Newcastle around Superbowl where both these players leveraged on the reach of digital to accomplish successful campaign. Media spots on traditional media do not guarantee a successful marketing campaign but the game is all about using the digital technology to communicate your message to the consumer in the most effective manner.