Chennai: The Mobile Marketing Association India (MMA India), a leading global mobile trade body, in collaboration with GroupM, announced the launch of the third edition of ‘Mobile Marketing Ecosystem Report 2020’. This year’s theme for the report revolves around how mobile is a bigger platform than digital platforms. The report also delves deep into various trends impacting consumers and marketers, and highlights reasons why it’s necessary to go beyond the traditional realms of digital marketing to drive business and brand outcomes. It analyses where mobile marketing stands today, what has led us here and what the future holds.
Some of key highlights from the report said that Ephemeral content is a rich media format which disappears after a short duration. Due to its temporal nature, ephemeral content forces creator to be more spontaneous and thus increases the likelihood of the content being authentic. About 80 per cent large corporate giants have adopted some or the other form of machine learning in building new competent systems, complementing their core business. There are approximately 250 million mobile gamers in India, spending about 60 minutes every day playing mobile games, the report said, among many other findings.
Country Head, MMA India, Moneka Khurana said, ‘Considering the importance that mobile marketing holds for brands, marketers must be armed with the information on the trends and changes in the landscape and leverage the opportunities they provide. It is our hope that this report acts as a guide for marketers, highlighting the key focus areas, their challenges, and helping them to decipher what they must expect from this ever-changing mobile ecosystem.’