The Indian Market with its one billion plus population, is quickly become a worthy market for brands to promote or increase product awareness. The use of cellular phones in India is proving to be a profitable tactic to reach its large population. With over 400 million mobile phone users currently, and 10 million more added each month, India is the world’s fasting growing cell phone market—with India’s youth substantial contributing to their usage according to the Huffington Post.
In order for brands to position their products better to the Indian population, they will need to market themselves through the use of cellular devices and micro-blogging sites such as SMS GupShup, a Twitter-like service that quickly reaches the 20 million users they serve in India. SMS GupShup added advertising to text messaging three months ago and already they account for 400 million monthly text messages, which according to Techcrunch.com average out to around five percent of the total Indian market.
The power for brands to target Indian audiences through this SMS-based service is influencing their recognition and increasing sales. For example there are billboards in India that describe how easy it is to buy multiplex movie tickets by SMS or text messaging. So, just image if this were a product you were trying to market for your company. On the SMS GupShup there a few options I want you to be aware of that companies can use to promote a product or brand to their users. 1.The ads/message you market out to the public aren’t coming from an unreliable source to the user’s cell phone, as you would see in other versions of social media. The ads are used as an extension to the personal message which increases the mobile user’s response to read it. 2. The ads/message can be placed according to geographic regions of India—depending on the area you want reach in India—they can be targeted around the interest of the mobile user. For example, if you are an art company and you have a user who is an art lover, your ad can be place in that particular group. 3. The cost of advertising is extremely beneficial in comparison to other traditional means of social marketing. The ads/message associated with mobile phones remains longer than print or broadcast options.
There are about 40 million personal computers in India but the use of cell phones is still 10 times higher than PCs. For brands the use of social media tools such as blogging, emails and Instant Messaging does not communicate to users as great as microblogging for advertising, publishing or self-expressing. Cell phone users are more prone to use the SMS text messaging service since there are many areas throughout India that still received limited reception. As for micro-blogging, it could be very advantageous for companies using SMS GupShup to target audiences.