Even after witnessing such a phenomenal growth, Mobile marketing is still an enigma for most of the CMOs. Here is a quick guide on mobile marketing to help the C-level teams to build priorities for their mobile first strategy.

1. Mobile Marketing Strategy :
A quick guide for CMOs & Digital
Agencies
By: Piyush Agarwal
A Digital Media & Marketing Expert
By Piyush AggarwalBy Piyush Agarwal

2. Setting the context..
By Piyush AggarwalBy Piyush Agarwal

3. For most of the CMOs,
Mobile still is nothing short of an ancient puzzle.
By Piyush AggarwalBy Piyush Agarwal

4. There is just too much to fathom, process & prioritise
By Piyush AggarwalBy Piyush Agarwal

5. Indian CMOs seems to be spending a lot more
on social media than mobile.
Source: Ficci-KPMG, Media Industry Report
2015
Video , 7% Video , 12%
Search, 38% Search, 30%
Display, 29%
Display, 23%
Mobile, 10%
Mobile, 14%
Social, 13% Social, 18%
Email, 3% Email, 3%
FY13 FY14
Channel Wise Digital Ad Spend Mix
Video Search Display Mobile Social Email
By Piyush AggarwalBy Piyush Agarwal

6. WARC Survey shows that 35% of advertisers would increase
their mobile advertising spend by 50% or more by 2020
Source:"WARC"Asial"Survey,"2015"
By Piyush AggarwalBy Piyush Agarwal

7. When it comes to mobile, very few CMOs
know, where to put their marketing dollars?

8. Hence, it is important for CMOs
& marketing organisations to
take the baby steps.

9. Understanding The
Mobile Trends
By Piyush AggarwalBy Piyush Agarwal

10. 173
232
286
342
399
2014 2015 2016 2017 2018
Mobile Internet Users Growth In India
Mobile Internet Users Linear (Mobile Internet Users)
While the growth is happening in the mobile internet users,
majority of that growth is coming through the low end
feature phones.
Source:"KPMG,"India"Digital"Report,"2015"
By Piyush AggarwalBy Piyush Agarwal

11. 16-24s in India now spend over 3.5 hours per day online on a mobile, more
than 3x longer than the oldest group.
There is a direct co-relation of mobile consumption
with user’s age.
User’s Age
Source:"GWI"(Global"Web"Indiex),"2015"
By Piyush AggarwalBy Piyush Agarwal

12. Industry verticals that are truly innovating in Mobile
India
APAC
Wearing apparel
Motor and auto
Drink and beverage
Financial services
Food
Media and publishing
Leisure and entertainment
Travel, transport and tourism
Retail
Telecoms
39%
26%
38%
28%
34%
37%
30%
33%
23%
19%
23%
22%
23%
24%
22%
36%
18%
13%
16%
11%
Source:"WARC"Asial"Survey,"2015"
By Piyush AggarwalBy Piyush Agarwal

13. Most of the mobile usage in India is happening in or through the
social media apps.
Source:"WARC"Asial"Survey,"2015"
By Piyush AggarwalBy Piyush Agarwal

14. In Mobile, content becomes king again, as display loses its
significance
Source:"GWI"(Global"Web"Indiex),"2015"
INDIA 2015 2020
Display 69% 52%
Social marketing 49% 42%
Content 35% 44%
Search 31% 32%
SMS marketing 28% 8%
App development 26% 39%
Coupons or discounts 19% 31%
Loyalty schemes 13% 31%
APAC 2015 2020
Display 70% 44%
Social marketing 49% 49%
Content 33% 49%
Search 33% 29%
App development 28% 33%
Coupons or discounts 25% 33%
SMS marketing 21% 6%
Loyalty schemes 12% 37%
• There is little difference between the most favoured mobile channels in India and the rest of the region, with
display (including in-app) advertising the most common today.
• Display advertising is also expected to lose some significance over this period, falling from 69% adoption in
India today to 52% in five years, although it will still be the most-used channel.
• Content, including native and ‘advertorial’, is expected to see adoption rates rise strongly over the coming
years.
By Piyush AggarwalBy Piyush Agarwal

15. Surprisingly, gaming apps are the most downloaded in Asia but
Indian mobile owners are glued to social media.
Source:"Flurry"Analy+cs,"2015"
By Piyush AggarwalBy Piyush Agarwal
Source: Quettra Mobile App Landscape: India Insights June 2015
Top Apps in India

16. How to create your
Mobile First Strategy?
By Piyush AggarwalBy Piyush Agarwal

17. Mobile Strategy Framework for CMOs
Mobile Social
(FB/Twitter/Instagram)
Mobile Search
(Organic + Paid)
Banner
Mobile Display
(Programmatic vs Non
Programmatics)
In-App WAP
Mobile UI / UX
Video + Native Image
Mobile Analytics
WAP (Unique User, Traffic, Engagement, Leads, Revenue),
APP (App downloads, App Usage Duration, Repeat User, Total Sessions, Revenue Per Session)
Text
Defining
Consumer Journey
Deciding Platforms
Choosing
Marketing Channels
Creating Content
Measurement
To define your mobile priorities, you have to go through every stage sequentially.
By Piyush AggarwalBy Piyush Agarwal

18. Mobile Led Searches
Mobile Targeted
Paid Campaign
Mobile Responsive
Emailer Design Mobile Responsive
UI/UX Design
Mobile SEO
eCoupons, QR
codes, AR/VR
In-App Marketing,
App Notifications,
App Usage
Mapping Mobile First Strategy With Consumer Journey
The real deal is to identify the most relevant touch points for your mobile first strategy.
By Piyush AggarwalBy Piyush Agarwal

19. Executive Summary
Majority of the mobile
growth in India is still
coming from feature
phones.
Young Millennial are
spending majority of
their digital life on
mobile only.
Social Media Apps
are the most
consumed content on
Mobile in India
Mobile Display is
losing its share to
Mobile Search in
India
To define your mobile
first strategy, you
must identify the
touch points in the
consumer journey.
By Piyush AggarwalBy Piyush Agarwal

20. ― A.D. Posey
Thought of the day
“Perspective is the key to everything.”

21. About Author
Pro Digital & Media Strategist
Biddable Media Expert (Social, Search &
Programmatic)
Committed towards Digital Transformation
Passionate Blogger
Marketing Communications Expert
Startups Specialist
Connect:
Blog : www.piyushaggarwal.me
Twitter : @iampiyusha
LinkedIn : in.linkedin.com/in/piyushaggarwal