1、MOBILEMARKETINGHANDBOOK2024INDIASeamless.Smart.Serendipitous:Building Tomorrows Brands I.Foreword 011.Rediscovering the Indian Consumer 02Chapter 1.1 Mobiles Mammoth ImpactChapter 1.2 The Always-on Indian User2.Reimagining the Marketing Funnel 08Chapter 2.1 The Funnel,RevampedChapter 2.2 Amplify Wit

2、h ImpactChapter 2.3 Delight With EngageChapter 2.4 Inspire With PromoteII.Epilog 16Table ofContentsIndians across the country have been captivated by the world in their palms.How?Through their mobile phones!With the internet population growing every minute and mobile being the gateway to the online

3、world,the countrys smartphone adoption is unstoppable.What this means for marketers is a massive field of opportunity one that invites them to delight the connected Indian consumer in a more personalized and meaningful way on their most personal device.However,with this opportunity comes a challenge

4、:increased competition and decreased attention spans.This leads to elevated expectations.Indian consumers have become more discerning,and they want nothing short of delightful experiences.From education and entertainment to gaming and shopping,they seek everything in an instant with just a single ta

5、p.In our observations,we have found that there are three qualities that define such experiences:1.Seamless A sense of ease andeffortlessness in the journey to the content orexperience they want.2.Smart Intuitive,intelligent,and immersiverecommendations that make interactionsmemorable.3.Serendipitous

6、 An ability to drive joyfuldiscovery that stems from relevance to theconsumer and their context.This has led to a new phenomenon in mobile marketing delivering content and experiences on the very first touchpoint of mobile,the smart lock screen.This results in the consumer-brand relationship startin

7、g early before even unlocking the phone!This leads to the need to reimagine the marketing funnel.As consumers journeys evolve to become more efficient,brands must evolve to meet their needs.With the front page of mobile becoming a treasure trove of consumer interactions,marketers must plan for quick

8、er and more compelling experiences that can delight at a glance.The 2024 Mobile Marketing Handbook is our endeavor to guide you toward that end.It is designed to help you strengthen your relationship with your audience in the year ahead with smarter strategies that deliver elevated experiences.FOREW

9、ORD1MOBILE MARKETING HANDBOOK 2024INDIACHAPTER 1Rediscoveringthe Indian ConsumerMOBILE MARKETING HANDBOOK 2024INDIA3REDISCOVERING THE INDIAN CONSUMERCHAPTER 1MOBILE MARKETING HANDBOOK 2024INDIAChapter 1.1Mobiles Mammoth ImpactThis chapter delves into the thriving digital revolution in India and expl

10、oresthe depths of smartphone and internet penetration in the country.Over the years,India has witnessed an unstoppable surge in internet penetration,driven by an incredible rise in the use of smartphones.Calling this a digital revolution would be an understatement because it has changed the way Indi

11、ans interact with information,services,and one another.The internet and smartphones have been transformative forces that are instrumental in positioning the nation to become the fastest-growing smartphone market1 globally over the next decade.This shows no signs of stopping,with the internet economy

12、 and smartphone market continuing to see rapid growth.Indians are truly mobile-firstIndians continue to spend a significant portion of their waking hours on mobile,a number that is a lot more than most other countries in the world.With an average of 4 hours and 5 minutes5 spent on their smartphones,

13、India surpasses the world average by nearly an hour.The nation is also among the top 20 countries that spend the most amount of time on mobile.million internet users2881.2571%smartphone penetration rate3Indias Digital Boombillion value projected for the Internet economy by 2030,marking a 6x growth4$

14、1,000$90,000million value estimated forthe smartphone market by 2032,marking a 3x growth1FastForward:Indias DigitalBoom Predictions4REDISCOVERING THE INDIAN CONSUMERCHAPTER 1MOBILE MARKETING HANDBOOK 2024INDIAGlobal averageSocial NetworkingPhoto and VideoGamesEntertainmentUtilitiesIndia3 hours 15 mi

15、nutes4 hours 5 minutesTime Spent on Smartphones Per Day:India vs GlobalTop Five App Categories in IndiaApp Usage by Age in IndiaAge Percentagerangeof app users 18-2436.5%25-2915.3%30-3410.4%35-4419.7%45-5410.9%55-652.8%Above 654.4%Source:Exploding TopicsSource:InMobi Platform DataIndians naturally p

16、ick their phones up when they feel like taking a break or requesting a service instantly.From utilities to entertainment,from gaming to shopping,Indians do it all straight from the device in their palms.As the appetite for mobile experiences continues to grow,we see a new kind of Indian consumer eme

17、rge one who seeks everything on the smartphone with a single tap.In the next chapter,we will meet this type of consumer and understand who they are and what they want.5REDISCOVERING THE INDIAN CONSUMERCHAPTER 1MOBILE MARKETING HANDBOOK 2024INDIAChapter 1.2The Always-on Indian UserThis chapter explor

18、es the new kind of Indian consumer and the types of experiences they seek every day on their mobile phones.What is common among 881.25 million Indians?Their love for the internet.That is the staggering number of internet users the country saw at the beginning of 2023 and a majority of them access th

19、e world online through mobile.This is an unmissable declaration of their appetite for all that the digital world has to offer,and they seek this on the go.But today,there emerges a new kind of always-on Indian consumer one who seeks seamless,single-tap experiences without even unlocking their phones

20、!They consume information and entertainment on the go,watch live streams,play games,and shop for their favorite trends all on their mobiles smart lock screen with Glance.And there are 200 million such consumers in India.Why are experiences on the smart lock screen so appealing to Indian consumers?Fi

21、rstly,they are truly seamless enabling people to connect with what they love as soon as they pick their phones up.Secondly,they can take any shape and be immersive and engaging.Lastly,they take up the whole screen,minimizing clutter and enhancing the experience.A Glance user spends 1.2x more time on

22、 mobile than a non-Glance user.Did You Know?Source:Nielsen Smartphone Panel6REDISCOVERING THE INDIAN CONSUMERCHAPTER 1MOBILE MARKETING HANDBOOK 2024INDIAThe Incredible Love for Smart Lock Screen ExperiencesThe Distribution of Glance Users in IndiaSource:Glance platform data01Lock ScreenLock Screen F

23、eedTrends(News/Fashion)GamesLiveShopSports200 millionmonthly active users128 millionMAU tuned in during the IPL 2023100,000+transactions a day10+cards consumed in a single session5 minutesper user per day75 million monthly active gamers110 secondsper user per day020304050607Rajasthan4.5%Delhi 8.5%Ut

24、tar Pradesh 8.8%Bihar 5.1%West Bengal7.8%Madhya Pradesh5.4%Telangana5.2%Tamil Nadu5.9%Karnataka6.3%Maharashtra13.5%Gujarat5.7%45%20%METRO CITIES35%TIER-2 CITIESREST OF INDIASource:Glance platform data7REDISCOVERING THE INDIAN CONSUMERCHAPTER 1MOBILE MARKETING HANDBOOK 2024INDIAThese astonishing amou

25、nts of time spent on various smart lock screen experiences point to one thing a hunger for every type of content and action.This has made Glance home to diverse audiences with varied interests.Consumers on Glanceand Their Diverse InterestsSports fans whowant instant highlightsFoodies who wantto disc

26、over dishes and recipes at a glanceFinance enthusiasts who want to stay in the knowContent explorers and binge-watchers who seek entertainmentShopaholics who love discovering new brands on the goGamers interested in e-sports or live gamesAuto buffs who aredriven by the latest inthe automobile indust

27、rySource:Glance platform data8REDISCOVERING THE INDIAN CONSUMERCHAPTER 1MOBILE MARKETING HANDBOOK 2024INDIADemocratizing theinternet experience With a wide range of interest categories and languages to choose from,the smart lock screen has grown into a platform for everyone.It lets people consume th

28、e content they love in the language they love without unlocking their phones,making it a go-to destination for quick updates.Invoking nostalgia and inspiring interest,Glance also sees some fascinating consumer behavior that one would not imagine.There is undeniable evidence that the smart lock scree

29、n is at the center of consumer experiences.In the next few chapters,we will explore how you can reimagine the marketing funnel to deliver experiences there.interest categoriesof Glance consumers come from Tier-2 and Tier-3 citieslanguagesof the audience comprises Gen Z and millennials1855%750%The va

30、riety of content on the Glance Highlights:A peek into the Glance audienceMost-loved content categories on Glance 21%National News9%Business News12%Entertainment8%International3%Fashion17%Sports8%Food&Health4%Live Game Stream10%Travel&Lifestyle5%Technology3%GamesThe state consuming the second-highest

31、 amount of Bengali content is Maharashtra The most loved game on the smartlock screen is Ludo The top three categoriesamong male audiences areEntertainment|Shopping|Games Easy to use-34%Helps learn new things-30%Makes the phone look beautiful-30%Did you know?On Glance3 reasons why Indianslove consum

32、ing content on GlanceCHAPTER 2Reimagining the Marketing FunnelMOBILE MARKETING HANDBOOK 2024INDIA10REIMAGINING THE MARKETING FUNNELCHAPTER 2MOBILE MARKETING HANDBOOK 2024INDIAChapter 2.1The Funnel,RevampedIn this chapter,we explore how marketers can reimagine the funnel on the smart lock screen to l

33、everage its power for achieving objectives across all stages.As marketers,we know our job is not about just showing a piece of communication or a visual.Each consumer is at a different stage of connection with the brand.This requires that every marketing touchpoint is tailored to cater to their need

34、s and meet them where they are.The marketing funnel is all about that.In todays dynamic world of mobile marketing,brands need to adopt an innovative and immersive approach that reimagines this funnel.At the top of the funnel,we have awareness,where the objective is to let people know abouta brands e

35、xistence and its offerings.On Glance,this translates to Impact.The middle of the funnel is about driving consideration and reaching consumers who are inthe exploratory phase.On Glance,this stage is seen as Engage.At the bottom of the funnel is action,where the goal is to drive conversions.On Glance,

36、thistranslates to Promote.The next few chapters explore how Impact,Engage,and Promote offer distinct solutions to suit each stage of the consumer journey.The marketing funnel as we know it Awareness Impact ActionPromote Consideration Engage How this is achieved on the smart lock screen11REIMAGINING

37、THE MARKETING FUNNELCHAPTER 2MOBILE MARKETING HANDBOOK 2024INDIAChapter 2.2Amplify With ImpactIn this chapter,we dive into how the Impact strategy can help your brand achieve top-funnel objectives on the smart lock screen.If your goal is to drive awareness around your product or brand,create a buzz,

38、ensure your audience remembers you,or engage with your consumers,adopt Impact as your key strategy.Turning to thesmart lock screenBringing your vision to life and significantly boosting campaign KPIs such as awareness and reach,the smart lock screen is a fantastic way to stand out.A non-intrusive,de

39、cluttered space transforms into a canvas for your brand,delivering unique experiences that enable you to connect with your audience and instantly capture their attention.How it helps advertisers Sparking curiosity and capturing audience interest Establishing brand presence during calendar events12RE

40、IMAGINING THE MARKETING FUNNELCHAPTER 2MOBILE MARKETING HANDBOOK 2024INDIAin action Take over thefront page of the mobile ImpactCapture the first glance of your audience with creative brilliance on the lock screen.How it helps advertisersHigh share-of-voice campaigns help capture audience attention

41、and curiosity.Maximize reach in a single day Remarkable results brands have observed Where brands can use it 1.1.Product launches2.2.Burst campaigns3.3.Sale announcements4.4.Establishing presence during trendingor marquee calendar eventsFormatFull-screen display ads7%5%average increase in brand awar

42、enessaverage increase in brand association and top-of-mind recall Source:Glance BLS study data A leading OTT platform boosted awareness for a blockbuster movie among Indians aged 18-44.A beloved CPG brandcreated mass awareness while celebrating the International Year of Millets.13REIMAGINING THE MAR

43、KETING FUNNELCHAPTER 2MOBILE MARKETING HANDBOOK 2024INDIAPizza Hut caught the attention of pizza lovers when cravings were sky-high and distractions low.To spread the word about their delicious new range and awesome deals,the brand adopted Impact as a part of their strategy.Right before people unloc

44、ked their phones,especially on days like Friendship Day and Easter,Pizza Hut showcased full-screen creatives featuring delectable visuals in a non-intrusive way.The result?1.182.4xmillion clicks their highest ever!higher click-through rate14REIMAGINING THE MARKETING FUNNELCHAPTER 2MOBILE MARKETING H

45、ANDBOOK 2024INDIAChapter 2.3Delight With EngageKnow how Engage,Glances middle-of-the-funnel strategy,can be harnessed to drive interactions or aid sustenance for active campaigns.Wondering how you can drive consideration among newer audiences?Or entice people who already know your brand?Engage is th

46、e key.How the first mobile touchpointcan aid engagementSupercharging click-through rates,views,and view-through rates,the smart lock screen paves the way for massive engagement.Since the middle of the funnel is all about nudging potential customers toward considering your product or service,the lock

47、 screen can further encourage them to arrive at a purchase decision,provided you offer an unforgettable experience from the get-go.What it entails for advertisers Piquing interest in brand products/services Driving delight,interaction,and resonation Enticing or re-engaging your audiencein action Lev

48、erage high intent with deep,customized interactionsEngageGet consumers to interact with your brand or product without them unlocking their phones.How it helps advertisersBuild sustenance campaigns and interactive experiences that elevate brand salience,consideration,and recall.Where brands can use i

49、t 1.1.Brand storytelling2.2.Sustenance for active campaigns3.3.Brand storytelling4.4.Brand innovations/gamification(User x brand interaction)5.5.Limited-time promos/eventsFormatFull-screen display adsVideo adsPolls and quizzesMultiple-choice questionsInteractive slidersScorecard API integrations15RE

50、IMAGINING THE MARKETING FUNNELCHAPTER 2MOBILE MARKETING HANDBOOK 2024INDIABuild interest and re-engage with your audienceRemarkable results brands have observed 65%video completion rate Source:Glance platform data A well-loved food brand drove consideration with a topical contextual campaign and wea

51、ther-based communication.An automobile giant drove sustenance for the launch of a new car,targeting automobile enthusiasts across Tier-1 and Tier-2 cities.16REIMAGINING THE MARKETING FUNNELCHAPTER 2MOBILE MARKETING HANDBOOK 2024INDIAAmerican Tourister Drives Consideration Among Cricket FansBanking o

52、n the massive viewership that sports garners in India,especially when it comes to cricket,American Tourister drove consideration among fans with a compelling campaign on the smart lock screen.The brand cleverly engaged potential customers by strategically displaying its products when users checked t

53、he live cricket score before unlocking their phones.Using a creative approach featuring Indias renowned cricket figure,Virat Kohli,showcasing an American Tourister bag,the brand provided viewers the opportunity to explore its bag collection in various colors without requiring them to unlock their ph

54、ones.Team InMobi and Glance resonated with our fun outlook and thirst for innovation,which is what made our entire campaign ideation and execution process a delight.Our goal of driving awareness around the IPL was clear,and the team made it happen seamlessly and creatively with a one-of-a-kind inter

55、active live score experience.Thanks to them for their enthusiasm,and heres to more wins together.-Team American TouristerThe result?2.721.34x41.25%million Indians reachedhigher engagementgrowth in click-through rate17REIMAGINING THE MARKETING FUNNELCHAPTER 2MOBILE MARKETING HANDBOOK 2024INDIAChapter

56、 2.4Inspire with PromoteThe following chapter delves into the mobile marketing strategy at a crucial point,the bottom of the funnel.From driving high-intent actions to reactivating connections,this chapter unveils the transformative power of the Promote strategy.With the Promote strategy,it is not j

57、ust about promotions,it is about inspiring meaningful engagement and purposeful actions.This strategic approach is a catalyst for both user acquisition and user retention.How the smart lock screen makes the journey seamless from eight steps to oneThe Promote strategy propels app downloads and subscr

58、iptions and reignites connections with dormant users.Some of Indias top brands have implemented this strategy on Glances smart lock screen for app installs and remarketing.One-click installs is one such feature that leverages this strategy.With one-click installs,people can keep consuming content wh

59、ile the app gets installed in the background,without being redirected to the Play Store.How it helps advertisers Driving app installs and conversions Reconnecting with dormant usersin action Drive seamless acquisitionvia one-click app installsPromoteAcquire users in the most seamless manner and get

60、them to download apps with a single tap.How it helps advertisersAchieve bottom-funnel campaign goalsWhere brands can use it 1.Driving app installs or conversions2.Reconnecting with dormant usersto drive app opensFormatFull-screen display adsVideo ads18REIMAGINING THE MARKETING FUNNELCHAPTER 2MOBILE

61、MARKETING HANDBOOK 2024INDIAAce user acquisition and remarketingRemarkable results brands have observed 20-25xmore than the target RoAS*seen on remarketing campaignsSource:Glance platform data A popular social media appeffortlessly engaged users through dynamic content on the smart lock screen,drivi

62、ng installs.An e-commerce branddrove app opens and purchases efficiently with strategic remarketing on the smart lock screen.19REIMAGINING THE MARKETING FUNNELCHAPTER 2MOBILE MARKETING HANDBOOK 2024INDIASwiggys hunger for more app installs and orders fulfilled with one-click installsSwiggy tantalize

63、d taste buds and enticed app installs with a feast of deals.Ingeniously utilizing location-specific targeting,the brand connected with food enthusiasts boasting both high intent and purchasing prowess.By pairing irresistible offers with mouth-watering visuals of hyperlocal delights,Swiggy truly deli

64、vered a personalized experience on the smart lock screen.Theone-click install experience was a cherry on the cake as foodies instantly installed the app while consuming content.The result?29%30%month-on-month increase in first orders on food deliverylower cost per user As the leading on-demand conve

65、nience delivery,we are constantly looking for newer channels to acquire users for Swiggy.Scale,Efficiency,and Quality of users are three parameters that we focus on.Our first campaign on Glance has fueled relevant growth for us by connecting us with Indias food-loving populace.We are delighted to se

66、e this campaign deliver growth at 30%higher efficiency and we are looking for a continued association with Glance.”-Team SwiggyReimagining the funnel for an unimaginably dynamic Indian digital worldAs the lives of Indian consumers become more intertwined with their mobile phones,the time is now when

67、 brands and marketers reimagine the traditional funnel.From the top of the funnel to its bottom,driving true value is all about reaching the farthest corners,delighting the consumer,and ensuring a seamless experience.Beginning with the Impact strategy,it was all about sparking curiosity and enhancin

68、g awareness.The smart lock screen has become a captivating canvas for brands to create that impact.Transitioning to Engage,marketers can unlock the power to spark interest,drive delight,and re-engage audiences,turning the middle of the funnel into an immersive brand journey.With Promote,the focus sh

69、ifts from mere promotions to inspiring meaningful engagement and purposeful actions.Top brands used this strategy to drive instant actions with innovative features such as the one-click install that enables seamless journeys for the eager Indian consumer.We encourage you to wield the insights from t

70、hese chapters as a compass for navigating the currents of mobile marketing in India.This handbook is a means to arrive at a future where marketers,armed with knowledge and innovation,continue to redefine the narrative of mobile marketing in the vibrant and ever-evolving Indian market in 2024 and bey

71、ond.EPILOGAs we conclude our Mobile Marketing Handbook for 2024,we find ourselves at the nexus of tradition and innovation.Indian consumers are not only getting more involved in their existing interests but also discovering new worlds through their smartphones,particularly at the very first touchpoi

72、nt,right as they pick their phones up.The handbook encapsulates not just the technological trends but the heartbeat of a nation that thrives on mobile connectivity.Our understanding of the Indian consumer,coupled with a reimagined funnel,recharges us as we head toward the next wave of mobile marketi

73、ng in 2024.Rediscovering the mobile-firstIndian consumerThe always-on Indian user emerges as the protagonist of this narrative.We embarked on the exploration of the mammoth impact of mobile in India,witnessing the unprecedented surge in mobile usage.Indians now have it in their instincts to pick up

74、their phones to take a break or to request instant services.The smartphone penetration rate is 71%in the worlds most populous country and Indians are spending an hour longer than the global average of the daily time spent on smartphones.Based on this engagement with smartphones,it is not a surprise

75、that the Indian internet economy is projected to touch$1 trillion by 2030.Our exploration painted a vivid picture of a nation intricately connected through the digital threads of smartphones.These connections are,after all,made through valuable content,presenting an unmissable opportunity for market

76、ers.20MOBILE MARKETING HANDBOOK 2024INDIA1.Morgan Stanley|Indias Smartphone Market Set to Surge2.TRAI|Article in The Hindu Business Line|20233.Statista|Smartphone Penetration Rate in India4.Google,Temasek and Bain&Company Report|20235.Exploding Topics|Time Spent Using Smartphones(2024 Statistics)6.e

77、-Conomy India 2023|Google,Temasek and Bain&CompanyREFERENCES21MOBILE MARKETING HANDBOOK 2024INDIACONTRIBUTORSAadya GuptaLead,Integrated Marketing,Asia Pacific,InMobiAbhishek KarambelkarLead,Content Marketing,Asia Pacific,InMobiKamakshi KamathManager,Content Marketing,Asia Pacific,InMobiJigar ChotaiA

78、rt Director,Asia Pacific,InMobiPriyanka NarasimhaluDesign Manager,Asia Pacific,InMobiRoshni VermaSenior Associate,Content Marketing,Asia Pacific,InMobiSreeshna SreekishanDirector-Marketing,Asia Pacific,InMobi22MOBILE MARKETING HANDBOOK 2024INDIAAbout InMobi InMobi is a leading provider of marketing

79、and monetization technologies.With deep expertise and unique reach in mobile,it is a trusted and transparent technology partner for marketers,content creators,and businesses of all kinds.InMobis mission is to power its customers growth by helping them engage their audiences and build meaningful conn

80、ections.Its affiliated businesses Glance,an unconsolidated subsidiary that offers a lock screen-based content discovery platform,and video platform Roposo help InMobi create new content and commerce experiences in a world of connected devices.InMobi is headquartered in Singapore,maintains a large pr

81、esence in San Francisco and Bangalore,and has operations in New York,Chicago,Kansas City,Los Angeles,Delhi,Mumbai,Beijing,Shanghai,Jakarta,Manila,Kuala Lumpur,Sydney,Melbourne,Seoul,Tokyo,London,and Dubai.To learn more,visit http:/ Glance Founded in 2019,Glance is a consumer technology company that

82、operates disruptive digital platforms including Glance,Roposo,and Nostra.Glances smart lock screen inspires consumers to make the most of every moment by surfacing relevant experiences without the need for searching and downloading apps.Glance Lock Screen is currently available on over 450 million s

83、martphones worldwide.Roposo is a LIVE platform that is revolutionizing live experiences,through a unique,immersive,creator-led approach.Nostra is the largest gaming platform in India and Southeast Asia,offering gamers engaging ways to discover,play,watch,learn and compete.Headquartered in Singapore,Glance is an unconsolidated subsidiary of InMobi Group and is funded by Jio Platforms,Google,and Mithril Capital.For more information visit https:/ https:/nostra.gg/Interested in learning more?Write to us MOBILE MARKETING HANDBOOK 2024INDIA