The document discusses mobile marketing trends in India. Some key points include: - Mobile penetration in India is expected to reach 72% by 2016, with smartphone ownership surpassing countries like the US. - The number of 3G users in India is projected to increase dramatically to nearly 100 million by 2015. - Tablets are gaining popularity as ownership increases. - Social media interactions are becoming intrinsically linked to mobility and occurring across multiple devices and platforms.

1. Michael
Leander
oughts
Th
about
obility
m

2. @michaelleander
#dmai2014

4. What
secrets
do
you
have
in
your
phone
or
tablet?

5. The
Fad

7. New
opportuni3es
to
interact
and
get
a
response
from
your
audience
using
QR
codes
(or
not)

8. Drink
and
scan
–
if
you
can
!

9. Scan
and
download
a
book

11. How
does
QR
code
ac<ons
influence
social
interac<ons?

12. Quick
fix:
Social,
mobile
&
everything
else
are
intrinsically
linked

13. The
Facts

14. India
to
register
72%
mobile
penetra<on
by
2016
(Gartner)

15. Smartphone
explosion
in
2014
will
see
ownership
in
India
pass
US
China
and
India
will
add
more
than
400m
new
smartphone
users
amid
growth
for
FirefoxOS
and
Android,
forecasts
Mediacells
hDp://www.theguardian.com/technology/2014/jan/13/smartphone-­‐explosion-­‐2014-­‐india-­‐us-­‐china-­‐
firefoxos-­‐android

16. Handset
Users
in
India
Number
of
subscribers
(
Millions)
29.08
Number
of
subscribers
in
Millions
(Urban
vs
rural
)
545.09
359.48
Wireless
Wireline
875.48
Urban
Rural
Source
:
TRAI
Oct
2013
q There
are
around
904
million
telecom
subscribers
in
India
with
more
than
90%
of
the
subscribers
using
mobile
phones.
q With
a
teledensity
of
73.32,India
has
the
second
largest
subscriber
base
in
the
world.
q 60%
of
the
subscribers
base
belong
to
the
urban
segment.

17. Mobile
internet
capacity
Usage
Mobile
internet
subscribers
by
Dec
2013
(MM)
3G
Users
in
India
(MM)
27
96
56
103
July
2013
Urban
Mar
2015
Rural
Source
:
IAMAI
&
IMRB
study
Source
:
PhilipCapital
q Number
of
3G
Users
in
India
is
expected
to
increase
exponen_ally
by
2015
and
reach
close
to
100
million
subscribers.

19. Tablet
takes
over

20. Get
the
State
of
Mobile
Marke<ng
Report
India
–
free
!
• Email:
michael@michaelleander.me
• Or
hand
me
your
business
card
aeer
I’m
done

21. Market
is
massive
growing
changing
challenging

22. Automated campaign a
massive success ... In Turkey
• Sign-­‐up
via
qualifica_on
• IVR
• Different
Axe
girl
calls
every
day
Think:
Solves
a
real
problem
in
a
fun
way
(service)
and
generates
con3nous
awarenesss

23. The
Objec<ve

24. Abort
your
ac<vity
approach

25. Change
percep3on
Samsung
Apple
Nokia

26. Retain
Sell
Engage
Be
found
Be
there

27. The
new
FURDIC
methodology
for
engagement
About
content
marke3ng
&
personalized
experiences
for
more
effec7ve
customer
acquisi7on,
nurturing
and
reten7on.

28. FURDIC
-­‐
>
The
feel
good
feeling
related
to
your
digital
presence
Can
your
audience
FURDIC
?
– Find
– Understand
– Relate
– Do
– Interact
– Complete
(transac_on)

29. Can
your
audience
FURDIC
?
– Find
>
what
are
they
looking
for
and
why?
– Understand
>
what
do
they
need
to
understand
?
– Relate
>
what
might
they
relate
to?
– Do
>
what
would
they
like
to
do?
– Interact
>
how
and
when
would
they
like
to
interact
with
us?
– Complete
(transac_on)
>
what
would
they
want
to
complete,
or
how
would
they
like
to
transact?

30. The
Behavior

31. New challenges,
new opportunities
Touch

32. Get
your
phone
or
tablet
If
you
are
online
go
to
www.dmai.co

33. Does
she
scroll?
• Average
pixel
length
of
a
ver_cal
scroll?

37. Social
interac<ons
in
the
mobility
space

38. Most
buyers
travel
across
all
plaUorms

39. Use
case
–
mobile
–
PC
-­‐
tablets

40. Think
devices,
<me
of
day
and
frequency
in
an
omnichannel
presence?

41. The
Ques<on

42. Are
Indians
more
likely
to
share
than
people
from
other
countries

43. Indians
crazy
about
sharing

44. “Gimme
some
tac3cs
or
I’ll
take
a
big
bite
of
the
apple

45. The
Tac<cs

46. Differen<ate
your
social
media
ac<vi<es
to
make
it
device
targeted,
wherever
you
can

47. Understand
how
func<onali<es
of
social
networks
differ
depending
on
plaUorm
and
device
used

48. The
importance
of
E’s
in
your
[mobility]
marke3ng
mix
• Expecta<on
• Excellence
• Exci<ng
• Experience
• Emo<ons
(leading
to
ac_on)
• Enablement

49. 7
proven
senses
to
consider
for
your
digital
marke3ng
ac3vi3es
• Lust;
the
an_cipa_on
of
pleasure,
(which
we
crave)
• Mys<que;
an
unanswered
ques_on
that
intrigues
us
and
makes
us
want
to
solve
the
puzzle
• Alarm:
the
threat
of
nega_ve
consequences,
which
demands
immediate
response
• Pres<ge:
symbols
of
rank
and
respect,
which
earn
us
status
and
admira_on
• Vice:
rebellion
against
rules,
which
tempts
us
toward
“forbidden
fruit”
• Trust:
certainty
and
reliability,
to
which
we
give
our
loyalty
• Commonsense;
use
your
commonsense

50. Which senses do this Westin
mobile add play on?

51. Visuals
s3r
emo3ons

52. Whatever
you
do,
make
sure
that
you
create
a
[unique]
feel
good
feeling

53. But
how?

54. Integrate
across
all
channels
-­‐
smart
!

55. Community
engagement
–
mobile/social
• The
secret
lives
of
luxury
shoes
• Photos
are
submiDed
through
Instagram
using
the
hashtag
#BGShoes
• Image
is
placed
on
Bergdorf’s
map
of
ManhaDan

56. Social
media
and
mobile
marke3ng
• Have a single goal in mind for
each channel
• Optimise each social presence for
mobile (e.g. Facebook apps)
• Time your mobile focused posts
• Favour image and location based
marketing
• Use mobile apps to manage your
account and activity

57. New
opportuni3es
for
engagement
<<
merely
a
collec7on
of
blog
posts
turned
into
a
magazine

58. nd
screen
opportuni3es
2

59. How
does
mobile
&
relevant
”3me
and
place
offers”
3e
in
with
the
overall
customer
experience
and
your
webpresence

60. Priori3se
video
in
your
mobile
op3mised
site.
Video content highly
effective for engagement &
conversion

61. w
you
I
kne
ould
be
w
some
!
awe
ander.me
@michaelle
Michael

62. Email
address:
michael@michaelleander.me
Pictures
here:
@michaelleander
#michaelleander
facebook.com/michaelleandernielsen
Pinterest.com/michaelleander

63. Want
to
know
more?
Here’s
what
to
do
• Come
say
hi
&
join
the
fun
over
at
my
Facebook
page
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tuned
for
more
content
on
Twiber
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• Join
our
CMO
Group
on
Linkedin
here
hDp://www.linkedin.com/groups/Chief-­‐Marke_ng-­‐
Officers-­‐Exclusive-­‐2268050
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you
missed
the
7
points,
send
me
an
email
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