Mobile Marketing: Don’t Sell, offer an Experience!

Marketing’ – The dictionary defines it as the action or business of promoting and selling products or services, which even includes market research and advertising. Though this term was coined may be a century ago, the practice surely dates back to the primitive days of our human race. Humans have always been in practice of sharing goods against something in return, which eventually transformed into act of selling as our ancestors grew smarter. As the trade begun and flourished, so did the number of manufacturers and suppliers providing the amount of services. In process of increasing the sale and expanding the reach, we picked up practices to reach more and more individuals. Gradually the act become a custom, people became consumers and practice becameMarketing’.

Marketing can be simply defined as the process of getting our message across the masses through a means of communication and in return knowing their (masses) choice. The great minds of our time have worked their toil experimenting with various ways of effectively conveying a message on a broader scale and to gain a reach with intended target group. The ideal message carriers came in form of a real persons (obviously), Newspapers, Print Publications, Radio, Television, Internet and the more recent and magnificent ‘The Mobile’.

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Out of all the marketing vehicles, very few offer a 2-way communication to the likes of Mobile, which is unarguably the most handsome, powerful and cost effective means to build a connect with a million individuals. Mobile has leveraged the world of personal communication by bring 24×7 connectivity, granting facilities of internet access, voice calls, messaging apps, multimedia sharing (audio, video, images) and much more easily on the move. It certainly surpasses rest of marketing vehicles with matchless speed, reliability and instant connect delivering a thundering mileage.

Mobile marketing has grown four-fold into a whooping billion rupee industry in India, within a brief span of time. By coupling services offered by mobile i.e. voice call, text messages and mobile apps with zest of creativity and innovation, Brands and Enterprises are now providing their customers instant services, acknowledgements, rewards and a lot more of interactive content right over mobile. Moreover, going beyond the global mobile marketing trends, India has an unique offering too, here brands are even replying back to customers missed calls. Mobile marketing has unveiled a beautiful horizon for marketers presenting a world of limitless opportunities to engage and gratify customers through services of voice, sms, email and mobile apps.

Not so long ago, people walked to banks just to know their account balance or status of their transaction, waited in long queue to make railway reservations, mobbed payment counters to pay their utility bills and so on. Thanks to mobile, today all of this is just a minute away, one missed call and we get an up-to-date account balance on sms, a few taps on mobile screen and we’ll have a reservation for a journey, payment of our utility bills, ordering a meal, renting-a-cab and much more.

Redefining Marketplace
Mobile marketing has redefined the engagement between enterprises and its consumers, the former (Brands & Enterprises) have come closer to their consumers than ever before. Today brands have gained access to vital information of their customers, like knowing their location, preferences, dislikes, feedback, frequency of usage and so on. (All this information is of course acquired with customers consent). This knowledge allows enterprises and brands to deliver a better and customized service, easing the connect. Thanks to mobile, consumers are finally receiving a ‘King’ like treatment with tailor made services and round the clock assistance.

Though Indian market took a little more time than foreign markets to adopt mobile marketing services, yet the current growth has been phenomenal. For the very first time sell of smartphones have overtook sell of feature phones in India. The amount of user accessing internet services over mobile has touched 188 million and expected to reach 519 million by 2018 (States a report by Morgan Stanley). Retail markets have quickly shifted from square foot shops to mega byte apps for selling a range of goods and services. Entertainment channels, BFSI, Government, News Agencies, Film Productions, Food & Beverage, Travel & Tourism and every possible industry is turning to mobile marketing services. A midst all of its offering, Indian market still thrives much over Voice and Missed call services.

It’s Different
The characteristics of mobile marketing services have turned it into a hot platform for interaction, enhancing ‘Right here, Right Now’ services. It has highly streamlined many of day-to-day operations and proven to be an absolutely great time saver. Most of its services are offered at zero cost (or minimal cost) for engagement to the end users.

Also, It’s absolutely not about selling products or services over mobile, Instead it’s about offering a warm experience of a brands hospitality. Mobile marketing now dwells into understanding mobile usage habit of target consumers, addressing their requirement and gradually nestling over mobile so that when they (customer) look out, they’re (Brands and Enterprise) right into the spot.

India has a massive mobile phone user base amounting to 800+ million subscribers and increasingly holding stronger roots. Since aim of marketing has always been about letting people know about existence of services, that says ‘there’s a service just for you’, today its done better over Mobile!

As featured over Vikram Raichura’s Blog at Economy Lead.

LiveTalk wins 3 Gold Awards along with ‘Best in Show’ at MMA’s Smarties India 2014

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LiveTalk had a scintillating victory at the prestigious Smarties India 2014, bagging 3 Gold Awards for Innovation, Cross Media Integration and Relationship Building / CRM, and also the Industry “Best in Show” Award. The path-breaking service is a joint effort of VivaConnect and Bharatiya Janata Party (BJP). VivaConnect Pvt. Ltd, a fast growing Creative Mobile Marketing Solutions Company having India’s LARGEST infrastructure for Voice and Missed Call Services.

Vikram Raichura, Managing Director – VivaConnect, adds in delight,“Winning Smarties is a testament to our capability to notch the mobile connect with every new platform that we create. We thank Jury members at MMA’s Smarties India who acknowledged our work along with a special thanks to Shri. Arvind Gupta, National Head, BJP IT cell for providing us this opportunity.”

The third edition of the annual Mobile Marketing Association’s (MMA) Smarties India, was held in high spirits at the Palladium Hotel in Mumbai on the evening of 11th September 2014. The event is known to celebrate and award the best-in-class mobile work from India; shortlisting through 21 categories that featured over 65 entries.

Discover LiveTalk or write to us at pr@vivaconnect.co

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Growing beyond conventional mobile marketing company

Bharatesh Salian01 (copy)Bharatesh Salian (Chief Strategy Officer – VivaConnect), talks to DIGITAL TERMINAL on this latest marketing trend and shares his strategies for further growth.

How do you see the growth of Indian mobile marketing Industry?
India has over 154 million smart phone users out of which about 86 million users enjoy internet access over their mobile phone. With this exponential growth in smart phone market, mobile app industry is likely to grow fourfold into a whooping Rs. 3,800 crore industry by 2016.

Augmented Reality (AR) concepts will have higher takers among TIER 1 & TIER 2 cities, enabling Brands and Enterprises to process even more of interactive content right over mobile screens building fruitful engagement. Last year even brought amazing shift of E-commerce to m-commerce, which is expected to promote m-wallet initiatives in next 2 years.

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What are the major challenges vendors has to face in the industry?
Since Mobile marketing is relatively new addition to traditional marketing vehicles, it’s still to get a significant share in overall marketing budget. Opting for mobile marketing services requires a certain level of technical expertise to understand the possibilities it can create. Industry is yet to learn that mobile marketing generates higher ROI and has more benefits than other marketing vehicles.

Secondly, The overall Tele-density of our country had notched 74.02% by 2013, yet flip-flopping Telecom regulations and policies have adversely affected the rapidly changing market conditions, also slackening growth of data services. Thus engaging population over data services is still a major challenge.

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What are the services and solution you offer to Indian customer?
VivaConnect is a creative Mobile Marketing Company having India’s LARGEST infrastructure for Voice and Missed Call Services. We ideate solutions for Brands & Enterprises over missed calls, sms, email, mobile apps and voice platform.

Our solutions are often a combination of more than one service, for instance, consider Missed call Bank account balance check service. As and when a bank customer gives a missed call to check his bank account balance, he receives a prompt reply over sms furnishing his up-to-date account details. Saving him time, hassle and money (It’s a free service for end-user).

In that manner, we finely tune mobile services to match clients objective and mobile using habit of their intended group. So basically services of sms, mobile app & voice stay at the core, as we weave an engaging brand experience around it. Most of our solutions build an engagement at ‘zero cost’ for the end-user and are great for authenticating, registrations, activation/deactivation, voting, polling, sampling, gratification and more.

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Which are the verticals you serve?
We gladly serve Brands, Enterprises and Media, actually numerous entities from all walks of the industry. That’s the absolute beauty of offering mobile marketing solutions, they are useful to every communication taking between brands and the consumer.

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What are your marketing strategies? How you are working to promote your services in India?
There’s active discussion and sharing of insights of mobile marketing over social media platforms as Twitter, Facebook and LinkedIn. We have occasional press releases and publish articles encircling mobile marketing industry over online media. Then there’s regular post over our company’s blog and a monthly newsletter.

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Tell us about some of your leading clients.
We are extremely proud to have some of leading names from the industry as our esteemed clients.The list includes Central Bank of India, ICICI Bank, Kotak Mahindra, Reliance, Sharekhan, Vijaya Bank from BFSI sector. We offer services to Doordarshan, Sony Television, Life OK and Zee Entertainment from Television industry. We are also associated with LUX, Ponds and a few brands under Hindustan Unilever (HUL) Limited and BIG 92.7 FM among the radio network.

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What are your future plans in terms of new market or new solution?
We believe in constant evolution and hence have grown much beyond being a company that just provides mobile marketing services, we foster innovation.

We’re honoring path breaking concepts and fresh ideas that project a potential to materialize as services. The brilliant minds bring such concepts to table are not only rewarded with monetary rewards, they will also be taken further to grant profit-sharing initiatives and launching of a company.

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As posted by DT News Network on September, 03, 2014 – ‘VivaConnect Believes in Constant Evolution and Grown Much Beyond Being A Company’

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Plan is to Incubate great Idea’s

In an online interview conducted by VARIndia, Mr. Vikram Raichura (Managing Director, VivaConnect) expresses about his company’s offerings, clients, future plans and its welcoming great ideas and turning them into business opportunities. Here follows the feature from VARIndia Online edition.

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With millions of mobile phone users in India, numerous small and big brands are making use of mobile marketing as a powerful alternative to the existing modes of advertising and connecting with their consumers as it allows more targeted advertisement, which in return, saves money and time for both the company and the consumer. VivaConnect is one such creative mobile marketing company which is having India’s largest infrastructure for Voice and Missed Call Services. Its tailor-made solutions for Brands and Enterprises are offered over missed calls, SMSes, e-mails, mobile apps and voice platforms. VivaConnect’s solutions are an elegant blend of above said mobile services, which are fine-tuned to match client’s objective and the mobile using habit of their intended target group.

VivaConnect revolutionizing the Indian Mobile Marketing space…

We always had a special knack for pushing possibilities of mobile marketing services in India. In 2013, we launched “LiveTalk” – a service for audio broadcasting live events over a phone call. It was developed in conjunction with the Bharatiya Janata Party (BJP). LiveTalk powered up live audio broadcast of 430 public rallies held by BJP during the pre-election campaigning. Over a lakh Indian callers spanning from length and breadth of the country enjoyed a real-time connect with rallies easily over their mobile.

We launched DONE Solutions Pvt. Ltd, a platform crafted exclusively for food and beverage industry to manage orders over call, web and mobile and offer a “Happy Ordering” experience for both owners and customers alike. Currently, DONE is connecting customers of Naturals Ice-Cream (Juhu), Wok In the Box, Sandwizzaa, Cheelizza, Box8, MD’s Pizza, Hangla’s and Juno’s Pizza in the Mumbai circuit, to name a few.

Then, with regard to another product – MORE , we launched an easy and instant gratification service that offers free mobile talk-time refills as an instant reward scheme in return of an engagement with brand over mobile. Hence, customers get instant redemption’s without any waiting or hassle right over their mobile.

VivaConnect’s leading clientele in India…
Our clientele can be distinguished broadly as campaign oriented clients and perennial clients. Most of the FMCG brands, Entertainment and Media houses fit in the former segment, while Enterprise clients fall in the latter one.

VivaConnect extends its services to the Central Bank of India, ICICI Bank, Kotak, Reliance, Sharekhan, Vijaya Bank among the BFSI sector. Among the television network, it has Doordarshan, Sony Television Network and Zee Entertainment Ltd. From consumer brands, VivaConnect is offering its services to LUX, Ponds and some brands under Hindustan Unilever (HUL) Limited.

Your competitors in India…
Since VivaConnect covers the entire spectrum of mobile services spanning missed calls, toll-free service, SMS, email, mobile apps and voice platform, we don’t have a single company as a direct competitor to us. Yet, our individual services do face competition from other mobile marketing service providers.

Plans ahead…
Towards the last quarter of 2014, VivaConnect has a plan to expand in the global markets with innovative mobile marketing initiatives.

There are plenty of great ideas that come from our employees, other small start-ups and emerging companies, awaiting an opportunity and support in terms of capital and infrastructure. We plan to encourage such ideas and propel their growth. You’ll surely hear about it from us soon.

Here’s the online feature : VAR India August 2014 Edition

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