Have you got your mobile strategy right?
Smartphone and tablet users in India want mobile advertisements to be informative, creatively eye-catching and enhance their social standing, notes a survey ‘Getting Mobile Right’ by Yahoo and global media and marketing services firm Mindshare.
“Sixty seven per cent of the respondents desire ads that allow for creative expression, while 61 per cent prefer advertisements that enhances their social standing,” states the survey. Besides, 60 per cent of the respondents said they would prefer ads that could be shared with their friends, family and the like, whereas, 58 per cent would go for ads that have something interesting to talk about.
The survey offers more insights that can help brands develop a more informed mobile strategy to effectively meet their marketing goals. It finds that over 80 per cent of domestic smartphone users click on mobile advertisements intentionally, while 30 per cent of them use the devices to make pre-purchase decisions, presenting a huge opportunity for brands to connect with consumers, says a report published in the Hindu BusinessLine.
The study also shows that smartphone users in India are avid consumers of news with political and tech news among top preferences, a behavior that is unique to India. Indians also tend to consume more varieties of content than their peers in other countries. In fact, they use their devices far more effectively than a mature market like Hong, states a report in the Financial Express.
Deepika Nikhilender, Leader, Business Planning, Mindshare Asia Pacific says marketers need to prepare for their brands to harness the opportunity presented by the growth in smart device penetration India. “Mobile’s role in the path to purchase and at the retail environment is becoming very critical, and marketers need to adapt to this insight and find opportune interventions for brands on this platform,” she said.
“Smart devices have transformed consumer behaviour and how they interact with their brands. India is poised to grow its smart device penetration at a dramatic pace, which means marketers have to prepare their brands for this opportunity,” says Nikhilender.
Yahoo! Head Insights (India and Southeast Asia) David Jeffs further adds, “Given the mobile growth in India, the potential for brands to engage with their consumers via smart devices is tremendous.”
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