May 15, 2013

India: So who's advertising?

By Manish Mishra, VP Business Development and Country Manager (India)

In my earlier post, I discussed how fast the Indian mobile market is growing as well as how both the smartphone and feature phone segments of the market are important.

At this point, if I was making a presentation to prospective clients, they'd want to see some examples of the types of companies that are using mobile. So, let me share a number of cases with you here.

The answer is that it's really a broad range including national icons like Tata that run brand building campaigns, multinationals like Citibank which promotes its Android app and small firms across the spectrum of business.

Let's start with the telecoms industry itself. Operators and Value Added Service (VAS) companies are consistent spenders with no budget limits, as long as their ROI is met. Telcos like Airtel, Docomo and Vodafone advertise to acquire new subscribers and promote services to their existing subscriber base. VAS advertisers include Hungama, Nazara, Neomobile, Saregama and Vuclip.

Companies that want to brand specific products and services are also regular advertisers. They tend to have a fixed campaign budget and time period.

Turning to other industries . . .

  • News portals run campaigns to increase traffic on their mobile sites
  • Airlines promote low-cost fares
  • Fast food chains publicise new offers and mobile apps that make it easier to order
  • Auto, Education, Financial, e-Commerce and m-Commerce companies typically run branding campaigns to generate leads
  • Job portals are promoting apps that enable users to apply for the job they want while on the go
  • Whitebox handset makers promote product features and price

From the consumers' perspective, mobile is changing the way Indians live, communicate, work, bank, travel and even impacting daily chores like cooking and parenting. Regardless of their demographic group, mobile is making consumers smarter. Marketers need to keep pace as well.

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