Mobile The new leader in marketing

o serve the digitally-connected consumers, brands are constantly using mobile as a linking medium, to reach out to their target audiences

With the growing usage of mobiles in our country, it would not be an exaggeration to state that life is now dependent on the 12 cm screen of our smartphones. As per a survey conducted by Titan Eyeplus, televisions are fast getting replaced with mobile phones and laptops by Indians; with 42 per cent being addicted to the laptops, and 31 per cent to the mobile phones, and the remaining, predominantly stuck in front of the TV.

Hence, companies are also significantly changing their marketing strategies, and marking their presence on these alternative mediums.

The power of an ‘SMS’

Mobile has emerged as one of the most powerful tools used by the companies, to reach their target audiences at an appropriate time.

Vikram Chopra, Co-founder and CEO, FabFurnish, says, “For communication that requires prompt action, circulating SMS works best.”

Shachin Bharadwaj, Founder and CEO, TastyKhana, says, “SMS alerts are a little tricky. We use it as a tactical tool where we normally promote short-term offers and deals. There is an increase in real-time traffic in the hours the SMS alerts are circulated.”

Social media marketing

Social media is yet another tool emerging fast for marketing purposes, and brands do target mass and niche customers through this. For example, online fast delivery chain, Foodpanda, advertises at social media during lunch time or just before supper, especially on Facebook.

Rohit Chadda, Co-founder and MD, Foodpanda, says, “We promote offers on various social media tools. And, we receive maximum orders between 12:30 PM to 2 PM on regular weekdays.”

Peyush Bansal, Founder and CEO, Lenskart, says, “We actively run Facebook ads and contest tweets etc. on regular basis.” “The idea is to let customers approach us as easily as possible,” adds Bharadwaj.

There is, of course, a wider reach because most people have their social media page open on their screens any time of the day.

Clearly, to serve this new breed of customers, brands are amending their marketing strategies.