State of the Industry 2015: Mobile Marketing in India by WARC in association with MMA | Mobile Marketing Association
State of the Industry 2015: Mobile Marketing in India by WARC in association with MMA
Release Date: 
September, 2015
Topics: 
Mobile Marketing in India
Report MMA India
marketing india
mobile industry 2015
mobile marketing india

Marketers in India appreciate the importance of mobile but a significant number of respondents lamented the lack of reliable performance metrics as as per the joint research conducted by Warc and the Mobile Marketing Association. A qualitative analysis of comments from those surveyed suggested that a lack of marketer education was also a hindrance, with concerns ranging from a lack of technical understanding to a dearth of proven methods for delivering effective campaigns. Respondents held up Hindustan Unilever as the most innovative brand in mobile, describing it as "risk-taking" and having "inspiring creative".  To review key figures and learnings  download State of the Industry 2015: Mobile Marketing in India. 

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Agency: A company that provides strategic, creative or media buying and related services to marketers.
Marketer: A company that sells its products directly to consumers and businesses and buys marketing services to achieve its goals. Company must also not fit into any of the other sales definitions.
Carrier/Operator: A mobile network operator that provides voice and/or data services.
Enabler: A solutions provider offering technology and services that enables and supports mobile marketing.
Associate: Companies or organizations that do not generate revenue from mobile, but are integral to the development of the mobile industry. (i.e. trade associations, legal firms, consulting agencies, etc.)
Seller: Companies that create and/or promote media and content or broker the sale and distribution of mobile advertising.