What Ticks for Indian Consumers/ Women – Lloyd Mathias and Sudhir Nair

12 Sep,2014

Continuing with our extracts from the second edition of the MxMIndia Annual, we present contributions by Lloyd Mathias and Sudhir Nair



‘If properly used, mobile can be invaluable to a marketer’


By Lloyd Mathias


Mobile, unlike most media is not a gender specific medium. It is equally effective across genders and geographies. It is a medium all set for the big leap. Key reasons mobile is emerging as a relevant medium are:


1. It is an always on device. On 24X7. A mobile is with a person all the time – even at his bedside when asleep. It is not used sporadically like other media. It enables marketers to deliver their message at the most relevant time.


2. It is an extremely personal medium. As a one-on-one medium, an advertiser can connect with his target audience individually. Availability of demographic and psychographic profiles of the target persons makes targeting very sharp and focused – to the extent that smart advertisers can even address the target audience by name. Properly mined marketers not only know the demographics but also other variables like usage patterns, location, and other lifestylye choices.


3. The reach of the mobile among Indias consumtpion class is unvrivalled. Today at over 850 million users – even discounting for duplication is ahead of most other media. However, must concede that television is still ahead on impact given the nature of audio visual media – and poor levels of literacy.




An ‘Organised Chaos’ strategy would augur well for brands


By Sudhir Nair


It is difficult to summarise or prioritise what I one should do for brand loyalty. While brands do have products that cater to men and women individually; brand loyalty is a universal challenge. In today’s day and age, rather digital age, a consumer is the most tortured soul. Tortured by brands, by the choices he has, due to the decisions he has to make, peer pressure, family pressure…and whatever else. This is unlikely to change. In fact, the clutter is just going to increase. Not just in terms of brands, but also in terms of different digital assets/technologies consumers will adopt. In simple terms it will be absolute chaos.


While I was trying to understand what chaos means in advertising and what it means specifically in digital, I thought of the “Chaos Theory”.


Chaos: When the present determines the future, but the approximate present does not approximately determine the future. (Edward Lorenz)


It also is an apt definition of where the digital world is headed or will be. A state of perpetual beta.


In this rather chaotic scenario; brands will find it increasingly difficult to grab the consumers attention, build/retain loyalty, engage with them, have conversations, be forgiven, increase awareness, build consideration, anticipate, transact… etc.



4. It can and should be used for contextual messaging. Relevant advertising and marketing messages can be delivered at relevant time. Geographically relevant messages are gaining in popularity – they deliver desired results for the marketers. A shopping related message while entering a mall is relevant to the receiver of the message, and hence welcomed.


5. Last, but not the least, one can also transact on the mobile especially if it’s a smart phone. It is convenient and one can book last minute tickets etc via mobile.


Hence, properly used a mobile can be invaluable to a marketer.


The medium does not have a gender skew, and it is an equally effective medium for men and women. While in lower SECs, penetration of phones among men may be higher than women right now, women’s use of phones is on the rise. In higher SECs there is already parity in phone usage.


If we speak specifically of benefits for women, mobile is an empowering tool for women. It provides heightened awareness in terms of security and among smart phone users the location based apps help. There also are many mobile apps that make shopping an even more pleasurable affair for women (and men!)- and helps them in making more informed choices. An interesting example here would be uploading one’s picture, and checking out which outfit or colour suits one the best.




Hence, what could possibly work is an “Organised Chaos” strategy.


Organised Chaos – is a planned way of putting some method in the madness and expose consumers to different levels of communications. It is in by no means intended to be linear; it cannot be. These are well planned/orchestrated communication patterns.


How can you organise chaos? There are 10 different key points I have mentioned, a combination of these should ideally work across all digital touch points; including social.


1. Know your consumer: Listen, learn and most importantly remember

2. Communicate: It cannot be campaign to campaign or a new product launch

3. Define touch points: Know what is irrelevant

4. Create patterns of communication: Not for the brand or product but for the consumer

5. Data visualisation: Don’t just visualise data, visualise messaging

6. Real-time messaging: These patterns are dynamic

7. Story telling patterns: Inspire, surprise and flirt

8. Everything is an opportunity, including a crisis

9. In crisis identify pigeons

10. End with consumer(s).



Next: Monday, September 15: Teens  – Rajesh Kejriwal and Hemant Kenkre


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