Most of you are aware that India in the midst of mobile revolution. Mobile subscribers in India are growing at nearly 100% year on year and rural subscriber growth is taking lion’s share of it. Recently TRAI announced that India has reached 250 million subscriber targets much before scheduled time. This pace of growth is expected to remain for atleast a few years from now.
Traditional advertising is now giving way to mobile advertising, which is more personal and better targeted. The conversion rate for mobile advertisement is expected to be much higher than print or TV advertising.
This opens up a huge avenue for advertisers to market their product or get their message across.
Take the recent example of Fair & Lovely scholarships ad campaign, promoted via Reliance Mobile, which got selected as a finalist for the US-based 2007 Mobile Marketing Association Awards. (via agencyFaqs).
Reliance Mobile — which has an active subscriber base of over 35 million and 20 million Reliance World application enabled hand-sets — executed a pan India ad campaign from mid August to mid September, 2007, on Reliance Mobile phone network.
Clickable banner ads in various languages and a special Fair & Lovely Scholarship Zone was created for R World. The banner ads were linked to a microsite where interested students were supposed to provide their details like annual family income and the course they intend to pursue.
SMS marketing using Short Code (51234) and Instant Voice Response (IVR) system in some cities were also used to inform students about the scholarships.
Fair & Lovely scholarships mobile ad campaign generated around 50,000 leads out of which 60 per cent were from tier II and III cities and 40 per cent from urban cities
So next time you are thinking of reaching the villages and small town audience in India, Think Mobile !