Top brands across the world are already in sync with the belief that future advertising will have to be more interactive and one-to-one with the end-consumer.  Such brands have seen the returns offered by online medium. And it is logical for such brands to leverage from the mobile medium as well which offers an addressable market far larger than the online medium.

Auto Trader, BBC, BMW, Coca-Cola, Deutsche Post, Lufthansa, Nestle, Nike, Pepsi and P&G are some of the top global brands reaping the advantage offered by mobile marketing and are thereby gaining much required competitive advantage.

At a recently  held event hosted by the Mobile Marketing Association (MMA) these brands unanimously agreed to the fact that mobile medium will have to be integrated into wider marketing mix henceforth.

BMW is using the mobile medium to establish a relevant consumer touch point to offer real value to its customers. P&G claims that mobile medium has helped in 80% brand recall.  

 “Consumers are changing,” says Hinde Pagani, Coca-Cola’s Senior Mobile Marketing Manager, Global Interactive Marketing, in her keynote on Coca-Cola’s global approach to mobile marketing. “Audiences are changing dramatically, especially the younger ones. They live with technology, using it to consume more media, generate more conversations and befriend more brands than ever. Mobile is at the centre of this media revolution. For us it is critical to understand this new device, to interact with teens and youth where they spend their time and deliver engaging and compelling brand experiences. So we add mobile to the marketing mix in pretty much all of our markets.”

Echoing her viewpoints, Marcus Casey, Director of Global Ecommerce and Mobile Services at Lufthansa says, “The services that we have set up for our customers using the mobile channel such as flight booking and check in have been a great success for us and are an ideal fit with our clientele. We’ve received an extremely positive response which indicates huge acceptance among our consumer base and a massive future for mobile marketing services in the travel industry and beyond.”