Saturday, March 1, 2008

Mobile Marketing in India takes a U-turn

Remember the likes of sms based advertising models where you register free to receive SMS's from 'advertisers' and earn money, etc; namely, m gingur, adcadmobi, etc... There seems to be another player in the market who is trying to make this loss-stricken idea into a beneficial one. The company '160by2' claims to give you the ability to register for free, earn money for receiving SMS's from their advertisers but the new marketing strategy that they have adopted is that users (like you and me) can use 80 characters to Send Free Messages to all mobile numbers India and the next 80 characters will contain an advert from one of the advertisers of 160by2 company.
Unfortunately, what the promoters have seemed to ignore is the reason why earlier business models like these failed - Ding Dong! MGingur and the likes, did mass marketing and advertising with a lot of ( I repeat a lot of ) word of mouth marketing which ended up approx 5 lac users being registered. The limitation of this model is that most advertisers (in India and the world) seek information of people or to target people who have reasonable disposable income and are willing to spend it. But the data collected in these campaigns or the people targetted by SMS marketing are of the nature who want to make money by collecting a few paise (smallest unit of the INR) would not be the kinds of to either have reasonable disposable income nor be willing to spend much. Nevertheless, this segment of people are quite good for targetting goods like Coke, Chocolates or items of not much monetary value. On the contrary, not many (or maybe not at all) of these type of companies would be interested in promoting their products by Direct marketing methods like SMS Marketing. Wake up and smell the coffee guys.

No comments: