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Countries like India will set mobile marketing trends: Rohit Dadwal

In an interview, Rohit Dadwal, the Singapore-based Managing Director (MD) for the Mobile Marketing Association's (MMA) Asia Pacific (APAC) branch, said Indian companies were now figuring out how to do mobile marketing their way and this had "changed the dynamics of the industry".

Nandagopal Rajan        Last Updated: August 30, 2013  | 12:17 IST
Rohit Dadwal, MD, Mobile Marketing Association's (MMA) Asia Pacific (APAC)
Rohit Dadwal, MD, Mobile Marketing Association's (MMA) Asia Pacific (APAC)

Mobile marketing in India has finally become matured enough for companies not to stop asking what it was or why it was necessary. In an telephonic interview with Business Today, Rohit Dadwal, the Singapore-based Managing Director (MD) for the Mobile Marketing Association's (MMA) Asia Pacific (APAC) branch, said Indian companies were now figuring out how to do it their way and this had "changed the dynamics of the industry".

Headquarters in New York, MMA is a not-for-profit membership driven industry organisation that strives to "promote, educate, measure, guide and protect the mobile marketing industry worldwide".  "All our activities tend to lend themselves to these core objectives," said Dadwal.

"As far as mobile marketing goes, India is similar to the rest of the world, but still very different. For instance, the channel is not very different and the objective is the same - to build a brand, acquire customers and retain them. But how we implement the same is different because of social and economic parameters," he explained. Dadwal said that while the social factors where a huge differentiator, the economic environment was also a factor here. "Take the case of China, which is one of the most expensive markets for television commercials and hence mobile plays an important role. We have to also remember that mobile is the only medium that integrates seamlessly with every other medium."

All fast growing markets, Dadwal said, are being more innovative and showing the rest of the world on how to use digital media. "Our ad dollars will never be comparable with the US. But countries like India will definitely be trendsetters." Dadwal added that mobile was also democratising marketing as even the local grocer can afford to use this new medium to his advantage. "Mobile marketing has created a level playing field in this sense," he said.

But have local ads on mobile failed to take off? Dadwal says local has already happened, though we don't talk about it much as it is not easy to track and the data difficult to collage. "The general perception is that it has not been used. But it is being used. Like in web search, the long tail is already there in mobile. It is just tougher to aggregate."

"Mobile is definitely becoming part of the larger budget rather that a standalone expense. More brands are making it part of their overall marketing budget. Spends are going to grow as this medium is more measurable compared to others," he said.

 

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