The introduction of mobile phone as a wireless communication medium has revolutionised the entire communications industry. Today, mobile is no longer a device used primarily to talk, but has emerged as a powerful multi-platform device enabling people to connect and engage with the growing wireless user market.
The increased mobile and Web connectivity and the fast-growing Internet population in India have paved the way for digital explosion. There is a growing trend of using Internet through mobile devices rather than personal computers. At present, of the 80 million Internet users, more than 25 million access it through mobile devices.
Considering the huge penetration of mobile phones in the Indian market, coupled with the influx of new technologies such as 3G and broadband, people want to stay connected on the go and this trend has opened up new channels for the marketers to engage directly with their target audience.
Technology and innovation breakthrough in mobile has brought about a revolution in marketing by pushing brands towards location targeting, and social media. Hence, by driving customers into new creative realms, it has become possible to engage the target audience at a location and a prescribed time, by capturing the customer's attention at the right time and more aptly at the right place.
With bandwidth becoming cheaper and accessible by the day, it will be the biggest platform for brands to connect with consumers.
Social media platforms on Facebook and Twitter have opened up an altogether new interactive avenue in attracting target audience and providing an opportunity for customers to share brand experiences online.
Today, mobile apps are poised to change the consumer brand relationship.
Application developers design “apps” customised for the target audience to make life simpler.
With user-friendly interface and simple navigation of applications, brands have managed to capture the untapped market. Hence, brands need to develop applications as a compelling proposition to engage customers to use it.
Marketers today use various customer touch-points through innovative technologies such as Augmented Reality and QR (Quick Response) codes. To make deeper connections with customers, mobile augmented reality technology creates superior brand experiences by virtualisation of products and offerings. Also, the advent of QR codes has wide-ranging implications as consumers proactively download applications, search for brands and buy products through these codes.
We are truly in for some exciting times ahead with all these happening at such a fast paced manner.
Mobile advertising will be more important and will be the first choice as a browser in the days to come. With the increase in mobile Internet penetration in rural India, marketers need to foster different brand strategies that will help them establish contact with the next set of potential customers.
With multiple smartphone brands available in the market, it is pertinent for brands to win customer minds as well as retain its existing consumers.
Innovations in mobile phones are fast-progressing for the brands from being intangible to a literal touch. Welcome to the brand new world of touch marketing.
(The author is founder, CEO and MD, Networkplay Media Private Ltd.)