Mobile Marketing: It’s more than what it seems

Mobile Marketing might pop up pictures of intrusive and, sometimes, irritating mobile ads in your mind, but it is just a floor of it and not the entire building. Mobile Marketing is way more than what we commonly perceive it to be.

It’s also about utilizing the huge telecomAgLY25KTLO70y5z_HZ--DsgjBMRbaesuN6iiTdmOtdAu network of around 7 billion subscribers worldwide, out of which around 43% people (3.13 billion) have Internet access. The subscribers further get classified into a feature phone or a smartphone user. According to eMarketer, only 1.91 billion people are smartphone users, which are expected to cross 2 billion by 2016. This shift towards the smartphone industry and increasing penetration of Internet would also enhance the Mobile Ad spend exponentially. According to eMarketer, it would cross the $100 billion mark by 2016.

However, when it comes to India where the majority of population is still carrying a feature phone and the number of mobile Internet users is just over 20% of its total mobile subscribers, it becomes very important to consider the offline vertical of mobile marketing domain.

Offline vertical includes tools like Missed Call, Voice Call, and SMS, which can be used to craft a customized campaign as per the marketing need. It could be a campaign to broadcast Live speech of a political party to garner reach and increase awareness, on a simple phone call, or a campaign utilizing mobile phone as a source of information and engagement, by just giving a Missed Call. You can increase the TRP or user base of your TV Drama show or a Reality show by inculcating audience responses and votes via Missed Call. You can even craft a Voice Call based game on mobile as a promotional activity; a perfect blend of innovation, creativity, and marketing.

Mobile phone has truly redefined the concept of communication. Anything can be communicated or promoted to any person anytime and anywhere even when he is out of the traditional mediums’ reach. The use of offline tools has further extended its utility to the feature phone users or Media Dark Areas, which is a huge market of potential customers. In a nutshell, it won’t be wrong to say that the mobile phone is ‘the medium’ for marketing.

Stats via MarketingLand

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.”

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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.

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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Social Media & Mobile Marketing – A Seamless Integration

Social media has grown exponentially strong in past 2 years and more so over Mobile. Over 33 million Indians flock twitter, 62 million Indians access Facebook over mobile phones and more than 100 million users are enjoying Internet over mobile.

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Growing strong on Mobile
Interestingly, a mobile user spends about 65% of time spent posting photos, using maps, playing games, sharing content, blogging and reading over social media platforms. As mobile phone has made it easier for all to share and consume data on the move, that’s exactly where opportunity lies for Businesses, Brands and Enterprises to reach their target consumers. Needless to say, Mobile marketing is the key to unlock this potential reach.

Mobile Marketing – Its much more than what you think!
Let’s have a clear understanding of the term ‘Mobile marketing’ – It’s absolutely not about selling your products or services over mobile, Instead it’s about offering a warm experience of your brand through services of Voice Calls, Missed Calls, SMS, Email and Mobile Apps.

It has much to do with understanding mobile usage habit of your target consumers, addressing their requirement and gradually nestling your brand over mobile so that when they look out for your, you’ll be right into the spot.

Making things simpler and easy
Let’s say your brand has built a mobile app and you need more users through increased downloads. So how about saving them (user) the hassle of searching your app in the app store and instead giving them a missed call number to download the app. Just flash the number over social media & networking sites, as a user discovers and gives a give a missed call, a download link would be sent to him over a SMS.  One tap on the link and Voila, you’ll have one more user!

We all want things simplified for our customers and that’s a great advantage offered by Mobile marketing services. Mobile has changed the way we consume all sorts of online content and thus incorporating Missed call, SMS, & Voice services further enhances the engagement. Moreover it offers the quickest call to actiona zero or minimal cost engagement and an instant connect.

Mobile marketing services integrated over social media platforms has much to offer, have you tested it for your brand?