“The Intrusive Ad is dead, long live the Intriguing Ad!”

Ad Blocking

Playing a Game…. Pause… Ad !
Watching a Video….Pause… Ad !
Reading an Article….Pause… Ad !
Block ! Block ! Block !…In short, We just Hate Ads.

All the favorite activities that a Mobile user wishes to do on his Mobile device are bombarded with ads. The users have now built an immunity system against them – banner blindness, ad-blocking software & the nano second reflex of closing off ad pop-ups. While annoyance is one of the prime factors, the users are equally concerned of privacy as well, since no other device has this degree of an intimate relationship with them.

Realizing this, Apple recently decided to support ad blocking with iOS 9, allowing it’s users to enjoy an ad-free mobile experience while forcing publishers and mobile advertisers to rethink their advertising approach by overcoming these barriers.

Hence, Marketers will now have to think around strategies that make the user engage and interact with the ad rather than just seeing it on his/her device. This is because the focus has now changed, to not just what content or offer the ad contains, but also the context, timing and frequency that needs to be customized to every individual user. If these parameters are not met by Brands, users will continue to block ads now and in the future.

In India too, Mobile users face a challenge because of ad bombarding, leading to slower page load time and high data consumption, hence a recent study also shows that the number of people actively using ad blockers in India too, has increased from 2 million to 4 million in a span of just 3 months. How will Marketers face this challenge?

Brand Marketers now need to understand that besides creating engaging ad copies, shareable content and awesome branding initiatives, they also need to explore ways that will create user generated ads in both online & offline worlds. Understanding the current challenges Brand’s face, VivaConnect has devised a solution for gaining maximum interactions of Brand’s creative campaigns from it’s customers, where we combine the power of online targeting with the strong offline reach to provide an experience the customer enjoys leading to loyalty and retention. VivaConnect makes use of it’s own Voice & Missed call platform to create a customer initiated ad journey with the Brand, thus providing maximum output to the relevant stakeholders – The Customer, The Brand, The Publisher.

With the advent of this new style of advertising in the online space, we can rightly proclaim “the intrusive Ad is dead, long live the intriguing Ad”. To know more about this solution and to create ads that gain maximum impact even in the current advertising scenario, give us a missed call on 0 83 83 83 83 99.

(Author – Mr. Vikram Raichura)

Facebook partners with VivaConnect to scale-up its Missed Call Ad Unit business

Facebook had launched a missed call ad unit business specifically for the feature phone-heavy Indian market. To scale-up its reach across mobile devices, Facebook has partnered with VivaConnect.

This Missed Call Advertisement-based initiative is Facebook’s first foray into using primary feature of a mobile phone (i.e a missed call, voice call or SMS service), aimed specifically at helping advertisers reach their consumers in developing markets. India is quickly catching up to the US, Facebook’s biggest market. Last April, Facebook crossed the ‘100 million users’ milestone in India. Around 66% Indians access Facebook on mobile devices of feature phone segment and over 95% of India’s mobile subscriber base has a Prepaid connection.

Moreover, this is a market in which ‘giving someone a missed call’ is common, both in terms of practice and parlance. Overseas, people typically say, ‘I missed your call’; but here, a ‘missed call’ is something one deliberately places. Team Facebook is optimistic that the new Missed Call Ad format will bolster advertising on Facebook, through the mobile device, in India.

Maxine Schlein, Product Marketing Manager, Emerging markets at Facebook, says, “Consumer behavior in high-growth markets is changing very rapidly and we are poised to respond to that as quickly as possible. We see brands delivering useful and entertaining content like sports scores, news, or celebrity messages that people find valuable enough to take the time to listen to and interact with. There is also a good tie-in for direct response advertisers who can use the missed call unit as lead generation, where a person is essentially raising their hand and expressing interest in a good or service.”

Missed Call
Michelin India’s advertisement campaign over Facebook with call to action over Missed Call. An easy connect with brand for users accessing the site over mobile phone.

How it works: In addition to the regular Facebook Ads, the Missed Call Ad Unit has a ‘Missed Call’ button. As users click on ‘Missed Call’ button, they are automatically taken to the dialing screen that features the telephone number. As they initiate the call its automatically disconnected after two rings. In response they promptly receive a call back or an SMS delivering interactive content such as music, cricket scores, celebrity messages or simply a brand message from the advertiser.

In this Ad unit, the easily available user’s ‘social data’ on their respective Facebook pages, will help brands to fine tune the way they target and communicate with people. Moreover, mobile access will allow for effective re-targeting of consumers and personalizing the content.

Vikram Raichura, Managing director, VivaConnect, says, “Facebook has been a hot trend over mobile in India and so have been missed call services. Together, they would be a perfect solution for delivering an enhanced brand experience over mobile. Missed calls offer an instant way to spark conversations.”

VivaConnect connects brands and their consumers through innovative mobile marketing services. The company holds over 30 million interactions in a single day through services of Voice call, Missed Call, SMS, Email and Mobile Apps.

Featured over Afaqs and Media Avataar.

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’.

Economy lead

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

smarties awards final mailer (1)

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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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.

we_incubate

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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Mobile Marketing & Social Media – A Seamless Integration

As India gets its newest Prime Minister post the most epic electoral battle, Digital Media was seen on front run throughout the campaigning. Social media has grown exponentially strong over past 2 years. We all have experienced a firsthand dose to its immense power of reach. Over 33 million Indians are on twitter, 62 million Indians access Facebook on their mobile phones and more than 100 million Indians enjoy Internet.

Social media happens on Mobile
65% of time spent on social media happens over mobile for posting photos, using maps, playing games, sharing, blogging, etc. that’s exactly where opportunity lies for businesses to thrive. Needless to say Mobile marketing is the key to unlock this potential reach.

Let’s get one thing clear, Mobile marketing is not about selling your products but it’s about giving an experience. It’s about understanding the psyche of consumers and then engaging them smartly. One of the best experience that it offers is the quickest ‘call to action’. Nobody likes complex things, absolutely not if they are new to your product (Brand). So make it absolutely easier for them to engage with you.

Missed calls to download apps
Let’s say you have a mobile app that needs higher downloads, so why not save users the hassle of searching your app in the app store and instead give out a missed call number to download it. All they need to do is give a missed call to receive a download link via SMS, one tap and Voila!

One click/tap connects a call
When it comes to customer support, nothing beats a voice call experience. So create easy access points over banners & web pages using ‘Click-2-Call’ services. As & whenever one desires for any support or help, they can enter their mobile number at this access point & hit go to receive a phone call in return, thus establishing a connect between consumer & your customer support. Pretty simple ain’t it?

Mobile service are super easy
Mobile marketing services are amazing for registrations, coupons, voting, validation and authentication through ‘Click-2-Missed Call’ services. Integrate it by placing web ads & icons in a way that when accessed from mobile phones it will allow users to trigger a missed call without entering the number manually. Their action can be easily acknowledged over a SMS.

Don’t sell, offer an experience!
Mobile devices have changed the way we consume all sorts of online content and Mobile marketing has a lot in offering to ease the connect between brands and its consumers. It’s inevitable, and as we said earlier it’s not about selling the product but it’s about offering an experience.

 

Curious to know more?
Lets discus the possibilities for your brand..

Say Hi to us at bina@vivaconnect.co

 

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Making 3 crore impressions over mobile, everyday!

Vikram-Raichura-managing-director-of-VivaConnect

Replying to Anil Mascarenhas of IIFL, Vikram Raichura says, “We manage a three-way traffic 365 days a year through Voice Calls, Missed calls, Emails & SMS. Our service platforms make over 3 crore impressions daily through transaction and marketing services.

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Give us a brief overview of the mobile marketing business in India. Could you share some numbers? What is the outlook?

Mobile marketing has grown to become a hard to miss medium of brand communication. Just over a few years, businesses and enterprises have realized the importance of this media vehicle and its potential reach to communicate with the mass audience. The next few years will be a challenging time where brands will resort to action marketing with mobile being the key driver. Mobile will augment online and traditional media campaigns to drive engagement and community building for the brands.

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Explain to us your business model. Give us a revenue-break-up from various segments.

Our business model is focused around services. We believe in creating a value for our clients and treat ourselves as an extension to our client. We do not believe in selling our inventory for the heck of it, but we sell our inventory only if it fits into the overall brand strategy and the long-term objectives of our clients.

We devise complete mobile strategies for our clients and provide state of the art solutions around the overall product Plans.

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How was the response to the Narendra Modi campaign conducted from your end?

Bharatiya Janata Party, under the leadership of Shri Narendra Modi had opted for our service LiveTalk to reach audiences across India, going beyond those gathered at the rally.

The idea was to have people connected with rally regardless of their location. Thus LiveTalk made it easy to access over any make of mobile & kept it free of premium charges or subscriptions.

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What are the opportunities and challenges in this business?

The grown interest from Brands for integrating mobile services in their Advertising and Marketing campaigns, has brought great opportunity for us. Now the challenge lies in connecting with their desired target group and delivering of message efficiently. While doing so, the following distinction plays an important role.

The urban population is densely exposed to media vehicles at every corner, so for them mobile is a means of easy engagement with a brand. For this segment, wrapping services with creativity plays a vital role making it stand apart from marketing herd.Mobile apps are the opportunists here.

Whereas rural regions are sparsely touched by media vehicles, so there mobile plays a dual role of taking the brand to people and building up the engagement. For this segment ease of access, affordability and connectivity (like usage of rural language, etc)plays an important role. Missed call, Toll-free and SMS services fare extremely well here.

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What are some of the innovations taking place in the industry. Comment about your LiveTalk product.

These days our industry is mesmerized by Mobile Apps and myriad possibilities offered over it. Everyone from E-retailer to restaurants and Big budgeted movies to political parties are fancying mobile apps. It’s the flavor of the season.

LiveTalk is a groundbreaking product that audio broadcasts live events over a phone call. It holds a phenomenal capacity of connecting over 1,00,000 calls in a span of 3 hours.

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This was just a glimpse, catch the complete Interview here

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