Mobile Marketing

Mobile marketing or the practice of using mobile devices (cellular phones, Tablets etc.) as a marketing medium has been experiencing tremendous growth in the last few years globally. Mobile is emerging as one of the most effective channel of communication because of the high level of engagement with users. They use it for keeping connected –as a phone and social networking, for searching, payment transactions, for news, for music and movie downloads, for sharing jokes, photos and any other updates. As people carry their phones with them all the time, transactions and payments can be completed anywhere and anytime. Most importantly, being the first personal mass media, mobile could make it easy for the marketers and advertisers to target specific consumer segments based on age, gender and location.
Current Status in India:
Having said that, in India mobile is not yet on the mindset for most advertisers and industry leaders including brands and agencies. As per a report published by the Mobile Marketing Association (MMA), the estimated size of the current mobile advertising spend in India is a meager INR 180 Crore ($33 million) which is just 10% of the overall digital advertising spend in India. As a result the growth in advertising revenue is not keeping pace with mobile internet penetration in India. In India, the Cable & Satellite penetration is 140 Million, DTH & Digital Cable combined penetration is 59 Million and Internet penetration is 137 Million. But there are 934 Million mobile users in India (which is 78% of the total population) of which the mobile internet penetration is 120 Million. Mobile could be the youngest medium but in reach it’s far above the traditional mediums like Television, Print and also Internet, the most talked about medium. Even the penetration of mobile internet is at par with television and internet. But very surprisingly, still the advertisers are considering mobile only as a support medium and devoting only an experimental