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Mobile Marketing Will Shift in India

Location-based targeting is No. 1 mobile technology currently in use

October 30, 2015 | Marketing Technology | Mobile

Mobile marketing is going to look substantially different five years from now, according to marketers in India.

Mobile Technologies that Marketers in India Plan to Use, 2015 & 2020* (% of respondents)

The Mobile Marketing Association (MMA) and Warc found that location-based marketing was the No. 1 mobile technology currently in use in India, with 84% of marketers using it. It will still be tops in 2020, with little shift in usage, respondents believe—but a lot else will change.

This year, mobile wallets are virtually tied with augmented reality and mobile gaming, each used by around two in five marketers. But as mobile wallets rise 66.7% in usage, they will pull far away from the other two technologies, which will rise by 8 percentage point sand fall by 3 points, respectively.

In another big shift, QR codes and webrooming are expected to be in equal usage in five years, even though this year QR codes are almost twice as common.

Leading Mobile Channels that Marketers in India Plan to Use Most, 2015 & 2020* (% of respondents)

Technologies are not the only thing that marketers in India expect to change in their mobile efforts. This year’s most popular mobile format, display, is expected to be important to significantly fewer respondents in 2020. The current No. 2 mobile channels will also decrease in importance, with social marketing dropping from 49% to 42%. SMS marketing will also significantly drop in marketers’ priorities, and are expected to become the least important mobile marketing format queried.

Other channels will be getting more attention. Loyalty schemes will more than double in importance. Coupons and discounts, and app development will also make significant gains. Mobile content marketing, currently in third place, will rise to No. 2 as it surpasses social in importance.

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