SMS, blogs are the latest phenomenon
Marketers have tried to reach consumers through e
very way possible. With SMS fast becoming a way of life, this avenue too has not remained far from their reach. However, given India’s increasing subscriber base, the SMS route has not been very well exploited by them. “In the name of advertising, these marketers literally trouble their customers with unwanted and unnecessary messages that show these people in poor light in the eye of the customer,” retorts an advertising executive in Lowe who wished anonymity. Such has been the furore against these unwanted messages from the best of the brands in the country that customers virtually shun them. The industry recently saw the example of mGinger, a portal which ‘pays’ consumers to read ads on their mobile. Airtel too seems to have found a smart alternative to harness this channel without being intrusive. The service provider has tied up with Affle; a Britain based mobile media enterprise to launch SMS 2.0. Through this service, Airtel will subtly integrate ads with the content. “SMS 2.0 is a media for which leading content partners and advertisers are already creating customized campaigns,” offers Anuj Kumar, Executive Director (South Asia), Effle. This SMS application will also make customising text messages simpler. While speaking to 4Ps B&M, Charudatta Naik, COO of GTL stated, “This is good news for the mobile users.
Marketers have tried to reach consumers through e
very way possible. With SMS fast becoming a way of life, this avenue too has not remained far from their reach. However, given India’s increasing subscriber base, the SMS route has not been very well exploited by them. “In the name of advertising, these marketers literally trouble their customers with unwanted and unnecessary messages that show these people in poor light in the eye of the customer,” retorts an advertising executive in Lowe who wished anonymity. Such has been the furore against these unwanted messages from the best of the brands in the country that customers virtually shun them. The industry recently saw the example of mGinger, a portal which ‘pays’ consumers to read ads on their mobile. Airtel too seems to have found a smart alternative to harness this channel without being intrusive. The service provider has tied up with Affle; a Britain based mobile media enterprise to launch SMS 2.0. Through this service, Airtel will subtly integrate ads with the content. “SMS 2.0 is a media for which leading content partners and advertisers are already creating customized campaigns,” offers Anuj Kumar, Executive Director (South Asia), Effle. This SMS application will also make customising text messages simpler. While speaking to 4Ps B&M, Charudatta Naik, COO of GTL stated, “This is good news for the mobile users. For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2008
An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative
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