Phy-gital Roundtable: Breakfast Roundup from Germany and Netherlands

02 May '15 | Debjyoti Paul

German Shoppers: Meet Them in the Fast Lane to Phy-gital

15 January '15 | Ralf Reich

Shoppers Will Share Personal Information (But They Don’t Want to be “Friends”)

15 January '15 | Anil Venkat

Modernize or Perish: Property and Casualty Insurers and IT Solutions

14 January '15 | Manesh Rajendran

Benelux Reaches the Phy-gital Tipping Point: Omnichannel Readiness is Crucial

13 January '15 | Anil Gandharve

The New Omnichannel Dynamic: Finding Core Principles Across Industries

13 January '15 | Debjyoti Paul

Technology does not disrupt business – CIO day 2014 Roundup

02 December '14 | Anshuman Singh

Apple Pay – The Best Is Yet To Come

02 December '14 | Indy Sawhney

Digital transformation is a business transformation enabled by technology

01 December '14 | Amit Varma

3 Stages of FATCA Testing and Quality Assurance

06 October '14 | Raman Suprajarama

3 Reasons why Apple Pay could dominate the payments space

18 September '14 | Gaurav Johri

Beacon of Hope: Serving Growth and Customer Satisfaction

05 August '14 | Debjyoti Paul

The Dos and Don’ts of Emerging Technologies Like iBeacon

30 July '14 | Debjyoti Paul

What You Sold Us On – eCommerce Award Finalist Selections

17 July '14 | Anshuman Singh

3 Steps to Getting Started with Microsoft Azure Cloud Services

04 June '14 | Koushik Ramani

8 Steps to Building a Successful Self Service Portal

03 June '14 | Giridhar LV

Innovation outsourced – a myth or a mirage or a truth staring at us?

13 January '14 | Ramesh Hosahalli

What does a mobile user want?

03 January '14 | Gopikrishna Aravindan

Use of Mobile to solve a brand manager’s challenges

Posted on: 15 March '13

The world today is overcrowded with a lot of brands, and most of these brands have brand managers who create awareness about their brand and promote it better. In effort to do their jobs, brand managers are each fighting for the pie of their targeted market share. Below is a list of prominent challenges faced by a brand manager and how a mobile device can be leveraged to solve some of those challenges.

Challenges of Brand Managers
Intense competition is making brands struggle for the mind space of the consumer. As a result, the average consumer is being exposed to a large volume of advertising messages from multiple communication medium every day. Amidst the resulting advertising clutter, the brand manager has to position his brand at the right place at the right time.

New channels of communication are being discovered at an increasing pace. Brands, in order to stay competitive, are using multiple channels to touch base with consumers. Brands are using both traditional and newer channels for communication. The advent of digital channels has changed the way brands are interacting with consumers. So, brands using multiple channels for marketing are facing challenges to deliver a consistent brand message across all the channels.

It’s no longer a world where the brands just create an impression about them; it’s a world of engagement. With fast changing consumer perceptions, there is a need for more than just creating a brand image. Consumers are empowered with technology like never before. The brands need to engage consumers at every possible point and have dialogue with them to stay relevant and survive in the highly competitive market.

Leveraging Mobile
A mobile marketing campaign is effective in sharing info or content directly with the targeted and select audience rather than broadcasting to the general public. This helps brands cut through the advertising clutter.

Due to higher mobile penetrations, the true reach for the brand with a mobile marketing campaign is highest when compared to other methods of marketing campaigns. People carry mobile devices with them all the time. The brands now not only have the ability to engage consumers at every possible point, but also have dialogue with them.

One of the most important advantages of mobile marketing is location tracking. Location targeting gives marketers the ability to analyze and understand the behavior and needs of consumers so that the brands can engage with prospect consumers in a meaningful way.

The other advantages of mobile marketing are as follows:

  • It is the most cost-effective method of marketing with a very high return on investment if the marketing campaign is implemented effectively.
  • Mobile marketing campaigns have the ability to go viral instantly. If the campaign is good enough, in all probabilities, it will be shared across mobile devices giving the campaign a larger visibility.

In the next article, I’ll touch upon the different types of mobile marketing campaigns and some successful examples. Please feel free to share your thoughts on it.

Chandan Kumar Jilukara

Chandan Kumar Jilukara is a consultant with Digital Business and consulting group. He focuses on digital business, leveraging mobile to build strategic solutions and models to improve customer engagement and ROI on marketing. He has a deep understanding in business verticals such as CPG and Retail. His other professional interests include areas of social media and big data. Chandan holds a post graduate diploma in management (PGDM) from IIM Bangalore, India and B.E. (Hons.) degree in Electrical and Electronics from BITS-Pilani, India. Chandan is known for his passion for travelling and motor biking.

  • Aswathy Honeylal

    Making a campaign interactive is the way to go for any brand to generate a top of mind recall with the target audience. I totally agree with the statement that mobile marketing does it by focusing on a select audience.
    Very nicely & succinctly written. Waiting for the types of mobile marketing campaigns.

  • Vaibhav Lall

    Interesting read. Looking forward to your next post on campaign examples.