Mobile first marketing approach has always posed an enigma for all the CMO in the recent times. There is too much process and fathom. Also, in India, CMOs are spending more time on social media than on mobile strategies. Here's a practical solution and marketing framework to create your brand's first mobile first strategy.

1. Mobile Marketing
By: Piyush Aggarwal
Digital Marketing Strategy Expert, Trainer, Blogger & Startup Consultant
www.piyushaggarwal.me
@removethelines
1
February 2017
A Quick Guide For CMOs & Digital Marketing Agencies

2. Follow me on Twitter @removethelines
Over a decade long experience in spearheading high value
digital marketing projects, customer acquisition strategies,
business development, building and managing end to end
account management & ad operations teams ground up.
I am an accomplished & immensely versatile digital marketing
leader with extremely powerful communication, client
consulting and entrepreneurial skills.
My mission is to help individuals & brands to take faster
business decisions using data analytics and get the most out of
their sales & marketing efforts in the digital world.
Introduction
@removethelines

3. Follow me on Twitter @removethelines
For most of the CMOs,
Mobile still is nothing short of an ancient puzzle.

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There is just too much to fathom, process & prioritise

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Indian CMOs seems to be spending a lot more
on social media than mobile.
Source: Ficci-KPMG, Media Industry Report
2015
Video , 7% Video , 12%
Search, 38% Search, 30%
Display, 29%
Display, 23%
Mobile, 10%
Mobile, 14%
Social, 13% Social, 18%
Email, 3% Email, 3%
FY13 FY14
Channel Wise Digital Ad Spend Mix
Video Search Display Mobile Social Email

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WARC Survey shows that 35% of advertisers would increase
their mobile advertising spend by 50% or more by 2020
Source:"WARC"Asial"Survey,"2015"

7. When it comes to mobile, very few CMOs
know, where to put their marketing dollars?

8. Hence, it is important for CMOs &
marketing organisations to take
the baby steps.

9. Understanding The
Mobile Trends
By Piyush AggarwalBy Piyush Agarwal

10. Follow me on Twitter @removethelines
173
232
286
342
399
2014 2015 2016 2017 2018
Mobile Internet Users Growth In India
Mobile Internet Users Linear (Mobile Internet Users)
While the growth is happening in the mobile internet users,
majority of that growth is coming through the low end
feature phones.
Source:"KPMG,"India"Digital"Report,"2015"

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16-24s in India now spend over 3.5 hours per day online on a mobile,
more than 3x longer than the oldest group.
There is a direct co-relation of mobile consumption
with user’s age.
User’s Age
Source:"GWI"(Global"Web"Indiex),"2015"

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Industry verticals that are truly innovating in Mobile
India
APAC
Wearing apparel
Motor and auto
Drink and beverage
Financial services
Food
Media and publishing
Leisure and entertainment
Travel, transport and tourism
Retail
Telecoms
39%
26%
38%
28%
34%
37%
30%
33%
23%
19%
23%
22%
23%
24%
22%
36%
18%
13%
16%
11%
Source:"WARC"Asial"Survey,"2015"

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Most of the mobile usage in India is happening in or through the
social media apps.
Source:"WARC"Asial"Survey,"2015"

14. Follow me on Twitter @removethelines
In Mobile, content becomes king again, as display loses its
significance
Source:"GWI"(Global"Web"Indiex),"2015"
INDIA 2015 2020
Display 69% 52%
Social marketing 49% 42%
Content 35% 44%
Search 31% 32%
SMS marketing 28% 8%
App development 26% 39%
Coupons or discounts 19% 31%
Loyalty schemes 13% 31%
APAC 2015 2020
Display 70% 44%
Social marketing 49% 49%
Content 33% 49%
Search 33% 29%
App development 28% 33%
Coupons or discounts 25% 33%
SMS marketing 21% 6%
Loyalty schemes 12% 37%
• There is little difference between the most favoured mobile channels in India and the rest of the region, with
display (including in-app) advertising the most common today.
• Display advertising is also expected to lose some significance over this period, falling from 69% adoption in
India today to 52% in five years, although it will still be the most-used channel.
• Content, including native and ‘advertorial’, is expected to see adoption rates rise strongly over the coming
years.

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Surprisingly, gaming apps are the most downloaded in Asia but
Indian mobile owners are glued to social media.
Source:"Flurry"Analy+cs,"2015" Source: Quettra Mobile App Landscape: India Insights June 2015
Top Apps in India

16. How to create your
Mobile First Strategy?

17. Follow me on Twitter @removethelines
Mobile Strategy Framework for CMOs
Mobile Social
(FB/Twitter/Instagram)
Mobile Search
(Organic + Paid)
Banner
Mobile Display
(Programmatic vs Non
Programmatics)
In-App WAP
Mobile UI / UX
Video + Native Image
Mobile Analytics
WAP (Unique User, Traffic, Engagement, Leads, Revenue),
APP (App downloads, App Usage Duration, Repeat User, Total Sessions, Revenue Per Session)
Text
Defining
Consumer Journey
Deciding Platforms
Choosing
Marketing Channels
Creating Content
Measurement
To define your mobile priorities, you have to go through every stage sequentially.

18. Mobile Led Searches
Mobile Targeted
Paid Campaign
Mobile Responsive
Emailer Design Mobile Responsive
UI/UX Design
Mobile SEO
eCoupons, QR
codes, AR/VR
In-App Marketing,
App Notifications,
App Usage
Mapping Mobile First Strategy With Your Consumer Journey
The real deal is to identify the most relevant touch points for your mobile first strategy.

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Executive Summary
Majority of the
mobile growth in
India is still
coming from
feature phones.
Young Millennial
are spending
majority of their
digital life on
mobile only.
Social Media
Apps are the
most consumed
content on Mobile
in India
Mobile Display is
losing its share to
Mobile Search in
India
To define your
mobile first
strategy, you must
identify the touch
points in the
consumer
journey.

20. By: Piyush Aggarwal
Digital Marketing & Strategy Expert, Trainer, Blogger & Startup Consultant
www.piyushaggarwal.me
Follow me @removethelines