Mobile marketing has not only defined a new medium for content but also transformed the way and the quantum of content consumption that is taking place in India. “It is fascinating to see the way content is being consumed across mobile devices,” said Neeraj Roy, Managing Director and Chief Executive Officer at Hungama Digital in conversation with Noor Fathima Warsia, Group Editor of Digital Market Asia at Mobillion India 2015.
Media content is available in different forms and innovations in the space occur to keep the consumer engaged to the content. Over the course of the last few months, content such as gaming, chat, long format and as well as short-format video have emerged to be a dominant in the content war, according to Mr Roy.
But the contribution of mobile to the content journey in undeniable. “Mobile has caused the content to change platform to mobile and publishers are increasingly creating content exclusively for mobile,” pointed out Mr Roy elaborating on the example of Apple Pay.
With innovations in the mobile industry, new entrants in the market are increasingly building business on mobile and that is fuelling the adoption of mobile across the board. The scale of mobile adoption in India is eminent from the pace of increase in the mobile ad spends. This is further putting pressure of return of investment on marketers and advertisers as digital marketing continue to be largely ROI driven.
Therefore, it is essential that marketers leverage content in a way that will help them drive business to the mobile platform and utilise the benefits of mobile marketing. Mr Roy further added that every action should seek to turn into a commerce transaction on the mobile platform, which essentially is the holy grail for the medium. Such activities will guide the growth of mobile marketing in India.