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IAMAI’s Mobile Marketing Summit highlights the importance of mobile-first strategies for brands

MUMBAI: The Internet and Mobile Association of India (IAMAI) recently concluded its Mobile Marketing Summit for this year. Held today at the Hyatt Regency, Mumbai, the summit saw prolific members of the mobile marketing spectrum as they convened to speak about the industry and its future, envisioning the best strategy for the way forward.

The summit touched upon the current and upcoming trends in the evolving mobile space along with discussing business opportunities and growth in the digital sector. The summit revolved around a strategy that concentrates on mobile marketing before any other medium. The discussions espoused the merits of using innovative and conventional mediums to help brands and Apps leverage consumers.

Sharing his views on e-mail marketing, VeerChand Bothra – Chief Innovation Office at NetCORE Solutions said, “Push messaging, SMS and email has become the primary way to reach people on mobile. With increased penetration of android smartphones, email is also now becoming a mobile marketing channel.”
Talking about the upsurge in mobile commerce, Mr. Neeraj Roy, MD and CEO – Hungama Digital Media Entertainment, said “With the next couple of years to be driven by smartphones, mobile commerce will get increasingly immersive. Every transaction publisher and storefront is now going mobile first. Online entertainment, which is a big category driven by music, videos and games is one of them. The digital goods economy will be a big catalyst in the years to come.”

Commenting on mobile marketing, Rajiv Dingra, Founder and CEO WATConsult, said, “Your mobile is your personal and private space. Consuming content on mobile is more of a personalized consumption habit. Hence you are more open to different kinds of content. It is imperative that brands in the digital space tell a story. The key here is engagement, and content is king. This does not apply to TV because one does not have a choice.”

Snehi Mehta, Head – Client Solutions, Facebook India said, “Brands must have a voice on social platforms. Facebook is not just a social media platform, it is a mass media platform. We have to simplify planning metrics. Planning metrics have changed. It’s not about a 30 second advertisement anymore. The need of the hour is optimum reach.”

The Summit also saw the launch of the Mobile Marketing Casebook by IAMAI in association with media investment company – GroupM and Times Group’s internet & mobile venture – Times Internet Limited (TIL). The pioneering casebook which was launched today at the IAMAI Mobile Marketing Summit is a précis account of some of the most successful marketing campaigns seen in the mobile industry in our country.