'Generation M' Marketing Cannot Be Ignored Any Longer by:Anil Sabnis
Marketers need to shift from the traditional 'broadcast message' approach
, to reap the benefits of a wide reach and personal medium such as the mobile
Anil Sabnis
In a country where both politics and cricket is almost a religion, the simultaneous conduct of the General Elections and IPL Season 2 has kept advertisers more busy than the Government or the IPL organizers. This year it is not only the traditional electronic and print media that has reaped the benefits but the telecom operators and the mobile VAS players as well. Both the IPL organizers and the contesting political parties seem to have taken the 'Next generation marketing medium' seriously and have gone all out in their efforts to reach out 'personally and individually' to voters and viewers respectively on their mobile phones. With the phenomenal growth in mobile subscriber base, the demand for mobile marketing is observing an uphill trend.
After all, even senior and aged politicians like Advani ji realize that 'Generation M' of young adults and teenagers use cell phones and handheld devices to run their entire lives including work and personal, and they have to be reached through channels other than the traditional ones. They do not read news print and direct mail nor do they watch the television or listen to the radio as much as previous generations. 'Gen M' is likely to feel a higher discomfort if they lose their mobiles, than their wallets. The famed American Express slogan 'Don't leave home without it' now applies more to mobile phones than credit cards or wallets.
For long advertisers have wanted to invest in more targeted and result-oriented campaigns, but focus on traditional print and electronic media alone has stopped them from doing so. In an economic downturn though, marketers become more conscious of gaining a punch for the buck and the mobile with its huge reach, personal touch and scope for relevant advertising provides them just that. Mobile marketing is not only cost effective but advertisers can be sure their ad reaches out to a more relevant audience who wants to see and receive the information, which is not the case with TV or print.
Until now, the mobile has attracted low advertising spends because of its simple text SMS format of advertising. The medium is all set to receive increased advertising spends though, with the arrival of MVNOs and 3G. 3G will open up new opportunities for advertisers such as video over the mobile phone and rich media content. Technology providers like us along with VAS players are constantly working to develop innovative solutions and create awareness among telecom operators and advertisers of next-gen technologies being launched.
These technologies and platforms will address concerns such as privacy and spamming and are designed to satisfy the needs of both advertisers and consumers. For eg: Invertising or Invited advertising allows consumers to seek specific information he needs and the advertiser can then send a mobile video or a voice SMS to the specific consumer. His sales team can then create a direct relationship with potential customers. Such targeted and relevant advertising is likely to be more result oriented and will help operators increase their average revenue per user.
Mobile consumers' can be appealed to or induced to action in three ways:
First- 'personal, only for me'. Second- a majority feel the need to act on a message right away and finally- it allows consumers to interact as part of a marketing campaign instantly. This combination of attitudes means marketers are presented with a powerful tool, if the content is relevant to the consumer. Traditional broadcast approaches will not work in a highly personal medium like the cell phone and marketers need to make the mental shift from looking at the mobile phone as a one way channel to mobile phones as a device for dialogue that creates deeper, richer brand experiences.
With the launch of high-end 3G compliant 'smart phones' at a much more affordable price today, users are turning to higher end features. Consumers are beginning to use the mobile as much more than a medium, but more as a communications tool more readily than ever, indicating high acceptance of new mobile technologies and potential opportunities for mobile marketing campaigns. Aligning a marketing campaign into the much popular ring tone, games, wall paper or songs download could provide marketers the means of getting consumers to invite a brand into his/her personal space. Mobile gaming companies have made the initial progress in such alignments by making brands a part of popular games. Such an upward trend of mobile phone use in terms of features and applications is likely to witness a rise in India, more so with the increased clutter in traditional print and electronic media and the current recession, where marketers are forced to look at more cost-effective marketing channels.
The message for mobile marketers is loud and clear- Engage consumers do not broadcast messages, on a device as personal as the mobile!
About the author
The author is Senior VP, Business Strategies, Bay Talkitec, a leading mobile 3G and 2.5G VAS technology provider
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