- How the Web is changing - Consumer Behavior - Mobile Opportunity

1. Mobile Marketing in
India
JAY VIKRAM BAKSHI

2. The Attention is
Shifting
MOVING FROM ERA OF THE WEB TO ERA OF THE
STREAM!

3. Message is the Medium

4. Shift to the Stream
1992 1996 1999
2004 2006
Web pages and Web search no longer the centre of online activity and attention. It is messaging and streams!

5. From Documents to Messages
With Web, pendulum swung from messages to
documents. With social media, the pendulum
is swinging to messaging again.
Social messages and notifications messages
are starting points for the Web - coming to us
from - social networks, content providers, and
social apps.

6. From Search to Social
Consumers are spending more time in social
sites like Facebook, Pinterest, and Twitter than
on search engines or content sites.
In December of 2011, ComScore reported that
social networking ranked as the most popular
content category in online
engagement, accounting for 19% of all
consumer time spent online.

7. So, the Web has Changed
Top 50 sites were getting almost as much
traffic from Facebook as from Google.
December 2012

8. What are the Challenges?

10. Noise is Increasing
IN THE 90S, EMAILING OUT A PHOTO OF THE INTERESTING TACO
YOU’RE HAVING FOR LUNCH TO EVERYONE YOU KNOW WOULD
HAVE BEEN CONSIDERED HIGHLY SPAMMY BEHAVIOR.
IN 2012, WE CALL THAT ‘FOODSPOTTING’ AS WE HAPPILY SEND
OUT PICTURES OF OUR LATEST CULINARY ADVENTURE ON
MULTIPLE DIFFERENT SOCIAL NETWORKS AT ONCE.

11. Spam is the New Normal
With check-ins on Foursquare and pinning
things on Pinterest, activities that used to be
considered noise have somehow started to be
thought of as signals.
Why? Because they are instant and require no
investment or thought.

12. Notifications Overload
We’re getting many types of notifications!
◦ When people follow us
◦ When we’re tagged in photos
◦ When people want to be friends with us
◦ When friends check-in to various places
◦ When people are near us
◦ When our flights are delayed
◦ When our credit scores change
◦ When things we ordered are shipped
◦ When there are new features in apps we use
◦ When issue tickets are filed or changed
◦ When files are shared with us
◦ When people mention or reply to us
◦ When we have meeting.
◦ When we have unread messages waiting for us in a social network
The list is ENDLESS!

13. Threaded Engagement
Signal-to-noise ratio of messaging channels is
going to become increasingly bad as volume
increases.
In the case of social media, this has started.
And when this happens completely, people will
simply stop engaging.
When engagement falls the entire premise of
social media will start to fail.
A Forrester Research cites a recent study that found that 56% of time spent on social media is wasted.

14. Learnings
Always ON
Location: anywhere, everywhere
Occasion: why do they care, why would they share?
In the Stream, in the consciousness

15. So how will mobile marketing work?

16. Ecosystem
Serve Consume
Agencies
Services
Content
Providers
App
Developers
OEMs
Telcos
Mobile
Users
Create

17. Audience
Demographics
SOURCE: VSERV.MOBI & MOBILE MARKETING
ASSOCIATION

18. Age

19. Gender

20. Education

21. Consumption
Behavior
SOURCE: VSERV.MOBI & MOBILE MARKETING
ASSOCIATION

22. Content

23. Mobile Ads

24. Opportunity
60 percent of
the mobile
Internet users
in India are
below 24
years
Higher than the
Southeast Asia user
base which stands
at 47 percent
Almost half of
mobile
Internet users
in India are
highly
educated
Armed with
graduate or
postgraduate
degrees
A majority, almost 70 percent
of India's mobile Internet user
base belongs to the affluent
earning class.
Mobile Internet
users frequently eat
out, watch movies
and go
shopping, indicating
higher disposable
income & affluence
Better pool of
potential customers
Indian consumers love mobile
ads
Brands leveraging
this consumption
behavior drive
higher engagement
& recall
Unlike other
countries where RoI
on mobile
advertising is very
low, in India this
might not be true
Mobile ad spends in India recorded a growth of 60 % to reach ₹300 crore; predicted to grow over 43% in 2014.