Mobile marketing tactics such as SMS coupons and geo-targeted ads are being used in practically every global economy, but one part of the world has taken to it more rapidly than any other. In India, the mobile marketing industry has grown by 260% in the past year. Compare that to the 70% growth in the Asia Pacific region and you start to get a clear picture of just how big the strides taken in India are.
The cause for such rapid growth is undoubtedly the proliferation of smartphones and other mobile devices, which in some parts of the world are becoming the primary point of access for web users.
The expansion of the mobile advertising marketplace in India was studied in detail by Opera Mediaworks, a San Mateo ad platform. The analysis was published in a report called “State of Mobile Advertising.”
In addition to the overall growth figures, the report compared various mobile devices and their success in India. Android has the largest share of the market, with 41.7%. Apple devices, meanwhile, are trailing significantly, with less than a 1% share.
The face of mobile marketing in India bears some striking differences to its American and European counterparts. This is largely because people living in remote regions often don’t have smartphones, and can’t experience the kind of rich content we’ve become used to seeing on handheld devices in the West.
According to a Business Week article from earlier in the year, Unilever is issuing 15-minute recorded programs that can be listened to on old-fashioned cell phones. The shows include popular Bollywood songs, comedy routines and product commercials. The free service has proved popular, gaining 2 million subscribers when it first rolled out.
Original, bespoke mobile marketing tactics like this are the only way for businesses to get a foothold in new territories. As of the beginning of the year, there were 364 million rural mobile phone users in India. In January 2014, the pace of mobile adoption in villages was faster than in cities for four consecutive months. In 2013, Indian businesses spent 3 billion rupees ($49.9 million) on mobile ads, and the market is expected grow by nearly 45% by the end of the year (according to the Mobile Marketing Association).
The key, as Unilever has discovered, is to develop a mobile marketing strategy targeted at basic-feature phones. That means voice-based and SMS messaging services. Understand this, and your mobile marketing campaign in India will reach more people.