In India, digital marketing, and mobile advertising, in particular, is booming at a rapid rate and has been billed as a prosperous market, supported by many research figures.
One such report is the eMarketer’s 2017 report forecasting double-digit growth for mobile advertising over the next few years. By 2021, mobile will account for just under 62% of digital ad spending’s $2.8 billion as compared to $ 1.73 Bn earlier, a 213% robust growth in 2018’s mobile ad spending of $0.81 Bn.
Driven by accelerating mobile internet penetration, dropping data charges and fast emerging low-cost smartphone, mobile has been a powerful booster to the growth of digital advertising in India. The outlook is promising in the way it is striding to turn another marketing chapter. The revolution now is on the way, moving silently but we still can find this out through certain key signals.
User Profile Still Effectively Enough For Marketing?
Marketing quantitative and qualitative approaches hitting the ceiling
The classical marketing concept emphasises “Audiences Centered”, which is trying to find out your target audiences well for an effective communication. “User (Audience) Profile” is created to paint how your audiences look like. Many marketing plans start with this idea to lead to subsequent strategy and tactic. This is very common and basic element of a Media Plan.
However, a very fundamental question is “how can we know user profile exactly”? This normally refers to either Quantitative Approach supported by ‘Statistics Theory’ such as market survey or Qualitative Approach through in-depth interview or focus-group discussions. In reality, the prevailing case to generate user profile is simply made by key owners in the company of media planner, product marketing manager and marketeer, responsible for this marketing plan.
This so-called user profile, can be only drafted by a common sense or personal observation (or personal imagination) in many marketing plans. While the presentation of user profile still sounds reasonable, do we doubt or question the accuracy of this user profile analysis?