Mobile Media Marketing is a multi-channel, digital marketing strategy aimed at reaching a target audience on their smartphones, tablets, and/or other mobile devices, via websites, email, SMS and MMS, social media, and apps.
Mobile is disrupting the way people engage with brands. Everything that can be done on a desktop computer is now available on a mobile device. From opening an email to visiting your website to reading your content, it’s all accessible through a small mobile screen.
Today approximately 450 million people in India use internet for various purposes and on various devices. These people come from both rural and urban areas. Now out of these 450 million people, approximately 300 million people own smart phones and other 150 million may own feature phones but with the optional access to internet for basic purposes.
Now out of these, around 257 million people from urban cities and 90 million are from urban area prefer mobile phone with access to the internet due to their affordability and availability. With such a huge scope in market, it is but obvious that our advertisers and marketers will want to use the fruitful platform for marketing.
A large chunk of population today owns mobile phones and that too majorly smart phones. it has also been reported that 88% households in India have at least one smart phone as of 2017. Now with that kind of audience reach marketers tend to use mobile as a platform for both branding and marketing. But this about people who use internet specifically mobile internet.
Mobile marketing consists of ads that appear on mobile smartphones, tablets, or other mobile devices. Mobile marketing ad formats, customization, and styles can vary, as many social media platforms, websites, and mobile apps offer their own unique and tailored mobile ad options.
But have you wondered how ads and promotion reach out to media dark areas where there are people who still don’t have access to internet or who don’t use mobile internet that often. Media Dark Areas are where people do have access to mobile phones, but they majorly use it for communication – i.e. calling and SMSing.
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In India about 50% people from rural India do not use mobiles beyond communication. They don’t have access to mobile internet and even if they do chances are they don’t believe in using them or that they cannot afford using it. In both these cases it would be very difficult for brands to reach out to them through online platforms like display or search.
Also mobile being the most preferred platform for browsing the internet today makes it a very viable platform for marketing. So this is where Mobile Media Marketing steps in. Hence the major difference between marketing between major platforms and Mobile Media Marketing works both online and offline. It reaches out to people who don’t use internet which covers a large chunk of the population in India.
Author: Ankita Mundhra