Connecting Brands to Niche Markets, Nothing Better Than Mobile!
By : Jeetendra Sharma
Senior Manager - Product Marketing
Gone are the days when mobile advertising meant sending blanket messages to a wide subscriber base. With advanced mobile consumer analytics, mobile advertising is fast emerging as an important component of digital advertising, with a high return on investment. What makes mobile channel very attractive is its reach as well as precise targeting and impact measurement capabilities.
In this blog, I am going to discuss the case study of a heavy machinery brand, where they successfully exploited the power of mobile in reaching niche audiences scattered across both urban and rural regions of India to increase their brand awareness and generate sales.
The Task Put Forward By the Client
A leading name in the global heavy machinery market, this brand that manufactures equipment for construction and agriculture was entering the Indian market. They were looking to create brand awareness in their target markets and generate leads for their outlets to follow up for sales conversion. They realized that only mobile channel can give them desired reach and targeting accuracy in reaching such niche markets. Hence, the brand and their advertising agency partnered with Flytxt to run this campaign on mADmart, operator-anchored mobile advertising marketplace in India.
The market for construction equipment offers very few returns and is of the niche category that finds clients only of a certain demographic and a certain background. In this respect, it would be futile to run a countrywide campaign. Costs would also increase indeterminately as interested customers would be far and few in between. It was a challenge to get the message across to the right audience and the right group of people who would be spread across the villages, towns and cities of India.
Identifying the right target segment
This brand started the campaign with its decision to focus on regions where it already has its presence in the form of outlets across the country.
The target segment was clear – small business owners and affluent farmers who would require their heavy machinery equipment for construction and farming.
Using exploratory analytical capabilities of QREDA platform, Flytxt could leverage its mobile operator partner’s data available on its subscribers, to segment them based on multiple factors like age, gender, location, income, occupation, use of data product, etc.
The Course of the Marketing Program
The campaign was executed over SMS and WAP Push as per its relevance to the target audience. Initially, the promotional messages were sent to the specifically identified target group, requesting them to give a missed call to a number or click on the link to go the landing page if they were interested in procuring any equipment. Language barriers were removed as the messages were sent in both Hindi and English language. The responses were directly sent to the client’s CRM system, which in turn were used by call centre to follow up with the interested parties for converting them to sales.
Target group identification took place while maintaining the privacy of the subscribers and also within the first 2 to 3 weeks itself. The campaign was financially feasible as its entire cost was less than the price of a single machine. The campaign had a 25X RoI on each lead generated.
As it can be seen, with right analytics, targeting and conversion on mobile produces far superior results than traditional advertising efforts. No matter what your brand or industry and howsoever scattered your audience, mobile advertising can prove to be effective and efficient if it is based on authentic data and deeper consumer insights. With the right analytics technology this data can be converted into precise insights that deliver maximum results for every advertising buck spent on it.