With this post, Outside In continues its ‘What I Read (WIR)’ Series by summarizing the key takeaways from InMobi’s popular report – The 2022 Mobile Marketing Handbook for India. According to the report, the three key themes emerging in 2022 are – Mobile Gaming, Programmatic Mobile Video, and Personalized Experiences at Scale. Let’s find out more…
Background & Context – The Hyperconnected Consumer in India
As always, before we dig deeper into the topic, let’s quickly set the background and context for this conversation – starting with, you know what, ‘Consumer Trends’…
a) Internet Usage Patterns: According to IAMAI-Kantar ICUBE 2020 Report, 9 out of 10 active internet users access the internet every day. The majority – 96% use it for entertainment related activities, followed by communication and social media
b) Women Taking to Mobile Games: Women constitute over 43% of smartphone gamers in India today. With increasing time being spent indoors over the last two years, Indian women drove an undeniable gaming boom over the past 18 months – and 49% of these women are over the age of 34. In fact, 49% of Indian women started playing mobile games during the pandemic and it has become increasingly popular among women of all ages, irrespective of their marital status, thereby defying conventional norms
c) Data Consumption: According to the Ericsson Mobility Report 2021, the average data consumption per smartphone in India was the second highest in the world at 14.6 GB per month. This is a good 60%+ higher than the global average of 9 GB per month. The per month data consumption in India is expected to reach 40 GB per month by 2026 fueled by competitive subscription pricing by service providers, affordable smartphones, and increased time spent online
d) Small Screen – Big Impact: With video now reaching users beyond traditional channels such as broadcast television and movies in theaters, there has been a rapid shift in how and what video content is consumed. Be it short-form video apps or OTT; we are witnessing a content explosion around us
The Opportunities for Mobile Marketing
1) 360-Degree Engagement with Video: Mobile videos ads witnessed a 112% higher Click Through Rate (CTR) when compared to other ad formats. Mobile videos ads have witnessed 194% growth in the last year, offering highly engaging ad experiences for consumers. Be it interactive, 360-degree, interstitial, in-feed, rewarded, or outstream, there is a video experience for every advertiser and their own unique needs
2) Live Commerce: Indian users are all serial scrollers, with decreasing attention spans and an affinity towards original, bite-sized video content. No wonder that the Indian short-form video market might see a 3x growth in the next 5 years12. On every social media channel, influencers creating such snackable videos continue to experience an upswing in their follower count. Monetizing this following with Live Commerce is the next step that both brands & creators want to leverage
3) Personalization at Scale – The Godrej Consumer Products (GCPL) Case Study
Personalization Objective
Godrej Consumer Products Limited (GCPL) wanted to build brand salience in a high-clutter environment. The home insecticide segment is an extremely low involvement category with the women in the Indian household as the predominant purchase influencers or decision-makers. Women, who are constantly on the vigil for the family's safety, initiate the demand for the product, purchase, and utilize these products
A Mobile-first Strategy
As educating consumers on maintaining an insect-free home became more important than ever during the pandemic, GCPL decided to launch a mobile-first strategy to execute this mission of getting consumers to use Good Knight and HIT to keep their homes insect-free and safe. GCPL activated full-funnel efficiencies to drive brand & performance marketing through the right combination of media, data and creative on InMobi platforms
Rollout Measurement Approach
While Godrej successfully leveraged programmatic to drive awareness, engagement, and consideration, it aimed to validate the accuracy of its first-party, data-led precision targeting methodology to understand better the perception and preferences of users of this category. To achieve this, Godrej conducted a survey on InMobi Pulse, the leading mobile consumer intelligence platform. Through device ID-based programmatic sampling, Godrej captured essential demographic-related information in the form of stated data. This helped the brand benchmark the quality of their first-party data that was residing in their AI-CDP
105 Mobile-first Creatives
The Initiative:
3 Unique Videos
7 Brands
5 Languages
105 Mobile-first Creatives
The results showed that personalized online videos delivered a significant 22% higher ad recall for the Kala HIT brand; the Home Insecticide category saw a 15% growth in revenue during the last fiscal year. GCPL intends to expand this to various other categories and double down on real-time consumer intelligence and analytics. This initiative of GCPL helped them win the ‘Mobile Marketer of the Year’ at The Maddies 2019: https://www.exchange4media.com/digital-news/mindshare-is-agency-of-the-year-godrej-consumer-products-mobile-marketer-of-the-year-100109.html
In Conclusion
Brands that are cognizant of their consumers' expectations and maximize the potential of each channel by creating personalized and immersive experiences are bound to be popular with consumers going forward… and those that are not, risk fading away. The 3 key takeaways would be:
1. Understand your Consumers with Mobile-first Consumer Intelligence
2. Meet your Consumers where they are with Mobile Video and Gaming
3. Enable your Consumers with Immersive Experiences that Inform
References and Sources
1) InMobi’s The 2022 Mobile Marketing Handbook for India
2) GCPL Mobile Marketer of the Year Award: https://www.exchange4media.com/digital-news/mindshare-is-agency-of-the-year-godrej-consumer-products-mobile-marketer-of-the-year-100109.html