Low prices for mobile devices and broadband have created huge potential for marketers to play The Hunger Games with hitherto untapped broad audiences.
India is a land full of marketing opportunities, a playing field for learning and experiential learning and building successful business cases. A land of diversity, a mixture of cultures, a cauldron of hundreds of languages and many religions brewing together. India ties everything together in a common thread of values and ideologies, and details the old and the new. In all this contrast, the one thing that created seamless coverage and brought the nation into a common platform is digitization. No other country has assimilated and built internet and mobile technology like the Indians.
Low prices for mobile devices and broadband have created huge potential for marketers to play The Hunger Games with hitherto untapped broad audiences. This affordability and accessibility to new age technology opened up potential horizons waiting to be unlocked. Mobile technology and growth made India Son Ki Chidia (Golden Bird) again. It’s a fun trader. Today, India is emerging as the fastest growing global market for mobile applications. Mobile apps help collect user data, which provides insight into consumer habits and gives brands the ability to target smaller audiences and create more personalized content.
With a strong mobile marketing strategy and a growing mobile penetration in India (Deloitte research indicates that India has 1.2 billion mobile subscribers in 2021, including 750 million smartphone users and the smartphone market is expected to reach 1 billion smartphones by year 2026), a mobile-first strategy is the need of the hour! The pandemic has accelerated the entire digitization process. The rural and urban sectors, as well as the booming sectors such as high technology, e-commerce, food delivery, pharmacy, education technology and many more have been declining. Vernacular advertising, the use of augmented/virtual reality, mobile gaming and super local marketing are all new ways to target potential customers. According to a report published by The Next Ten – Artificial IntelligenceVoice technology, along with augmented reality, machine learning, and artificial intelligence are all poised to revolutionize the way brands can communicate with their audience. Digital payments have replaced all literacy restrictions. Today, UPI and e-wallets like Phonepe, Paytm, Google Pay, etc. Increased transactions in all geographies. All you need is a bank account!
How do marketers reach rural audiences
• Missed Call Marketing Campaign and Mobile Entertainment Channel: It works surprisingly well in India. In a country where more and more people are choosing prepaid mobile phone plans, missed calls is an economical way, when you have limited call minutes. Customers choose to select ads by calling a number on the screen and disconnecting before calling. The marketer then starts sending out text messages and other calls with advertisements and information.
Hindustan Unilever The campaign was Khajura Ticino Featured in Harvard Business Review as a case study on missed calls and mobile entertainment strategy. They tasted success for the first time with the “missed call” strategy of the popular wheeled laundry detergent. To gain more votes and gain more brand reclaim, they launched a free number-accessible mobile entertainment channel that offers free music, movies, news and ads for select products. White Beauty, Close-Up and Wheel by Ponds automatically gained brand name awareness with eight million new subscribers!
• General messages: For a country of 1.3 billion people, only 125 million people have an English-speaking base. This awareness, along with the comprehensive coverage of mobile technology, has enhanced the interest and potential of the country’s regional linguistic Internet users. Rural and urban residents are voracious consumers of information and content in their mother tongue. It is a profitable market.
PEAT GmbH is a German based company with the world’s most downloadable mobile app for farmers called Plantix. The farmers who are their clients are able to obtain accurate diagnoses related to their crops and identify diseases. Plantix Mobile Kheti – The app is dedicated to Indian farmers in Punjab and Telangana and has created interactive games and interaction tools to match initiatives on the ground to better reach all the farmers in these areas. Automatic payment alerts help them connect with their communities and give them information on the latest in their field. Vernacular messaging is an important factor in enabling this revolution. Today, apps like Takatak, Moj, and Josh are among the successful players thanks to a regional messaging strategy that has given them widespread reach across the country.
• Video ad consumption: Video ads are here to stay for the foreseeable future and with the advancements in mobile technology and the increase in mobile phone usage, video ads are only going to grow. In India, the majority of the rural population has access to smartphones. The majority of people in these areas are increasingly inclined towards OTT platforms. Therefore, video ads can help in promoting and attracting customers. According to a 2021 Bain report, online video consumption is set to rise by 2025. It is lagging behind its global peers, but is growing at a very healthy rate of 24% annually.
• Location-targeted ads:
Micro targeting is the way to go, and geographic targeting is just one way to reach niche audiences. This improves messaging and related messaging and improves ROI. It’s about getting the right messages to the right people at the right time. It helps businesses become locally relevant and helps marketers reach more people, increase brand reach, and speak to rural audiences in a culturally appropriate way.
• In-app ads:
Leveraging mobile advertising as a marketing strategy is a must today. It speeds up people’s access and engagement, and increases brand visibility and loyalty. In-app advertisements are intended to connect with audiences in their places of convenience. It targets people based on likes or search history, making it easier for brands to identify and connect with their target audience. Showing banner ads while using the app can improve audience engagement and persuasion. It can be a time and effort saver for fans and brands. India has about 65% of its population residing in rural areas.
With the formation of the majority, it becomes necessary for the government and entrepreneurs to communicate with them and involve them in the process of development and progress. The easy availability of smartphones has contributed to digital empowerment and bought a paradigm shift in the rural digital market. Until now, missed calls and text messages have been a huge part of mobile marketing. However, the increasing penetration of mobile phones and improved online access in rural areas has amplified market opportunities and business growth prospects. Social apps, entertainment apps, etc. It has widely adopted in-app advertising strategy in rural areas through which it attracts large number of eyeballs and target users.
The last word
Growth and participation are two sides of the same coin. Therefore, mobile marketers have focused on making rural consumers an essential part of the digital marketplace. The deployment of mobile marketing in rural areas may be a potential solution to bridge the development gap between the rural and urban classes. Mobile marketing has provided a powerful platform for brands to reach rural audiences. With the increase in the use of mobile devices, brands will be able to reach a large segment of the rural population and then it all depends on their ability to take advantage of it. Brands that do well will eventually enjoy the fruits of an attractive, loyal, and growing user base.
The author is Vice President of Globale Media. Opinions are personal.
Read everything recent newsAnd the New trendsAnd the cricket newsAnd the Bollywood newsAnd the
India news And the Entertainment news over here. Follow us on Facebook, Twitter and Instagram.