Modern marketing in India: The use of mobile in the digital marketing mix

Summarises the findings of WARC's latest mobile marketing survey, conducted across India on behalf of the Mobile Marketing Association, to assess how advertisers and agencies are using, and planning to use, mobile in their marketing activities.
  • Brand awareness is the most common key objective when running mobile marketing campaigns in India, with social being the most used and most prioritised channel.
  • Marketing professionals in India are expecting mobile budget growth this year as m-commerce has been accelerated due to the pandemic.
  • The future of mobile technology seeks to connect the online and offline, particularly through AI and machine learning, IoT and voice.
  • Three in five marketers are predicting an impact to their business from the ‘death’ of the third-party cookie....

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