MAM
Mobile marketing should be more interactive: Media experts
MUMBAI: In an expanding digital universe, media agencies have to make the organisational shift to tailor to the diverse consumer needs.
Mindshare, WPP‘s leading media agency, has consciously made this shift as it lives online, offline and on mobile.
Mindshare‘s Asia Pacific Digital Lead Nick Seckold believes the nature of new age audience demands a new approach to mobile marketing communication. “In the past, advertisers merely wanted a mobile presence but at Mindshare, our mantra is to adapt to consumers‘ needs, making the campaigns memorable and hard-hitting. Here the missing piece to the puzzle is not “why” advertisers should use mobile but “how” they should use.”
This sentiment is echoed by senior executives of other media agencies. Says Vivaki Exchange CEO Mona Jain, “Mobile marketing can‘t be generalised. There should be different proposition, different ideas and different formats; one should tailor the campaign for different categories. It is very important that mobile marketing campaign should be targeted to relevant audience and should be engaging. Also, the purpose for which the brand wants to use the medium should be solved.”
The demand for media agency professionals to change their mindsets is growing as mobile is slated to stay on the uptrend. According to Portio Research‘s latest report, there will be 6.5 billion mobile subscribers worldwide by end-2012, while annual handset shipments will reach 2.15 billion by 2016. So as mobile technology continues to evolve and significantly influence culture and the lifestyles of consumers, the impact mobile devices are having on daily life is almost unfathomable.
Says Seckold, “In an age of ‘always on‘, people are always on the move and are socially connected through their mobiles 24/7. Hence, there is no doubt that mobile represents a growing opportunity for brands, but penetration alone is not the best reason to convince advertisers to use mobile. The engagement portion through seamless, fun and addictive user interface is key to the success of a mobile campaign.”
Seckold, thus, urges marketers to put themselves in their target audience‘s shoes and truly understand where they live – online, offline and on mobile.
Carat Media SVP West Himanka Das believes mobile marketing has to be integrated with the digital campaign. Nothing works in isolation. Also, the companies should develop WAP enabled websites and there should be some form of interactivity so that people can give their feedback.
“In mobile marketing what is being seen is that professionals need to segment the database to get the right audience. That should be done so that the campaign reaches to the relevant audience,” says Das.
There are examples across the globe reflecting the gains brands have made through mobile application campaigns. Seckold narrates the example of Ford‘s “Drive Smart” mobile application campaign in India to advertise the new Ford Fiesta this January. The application launch was in sync with the Auto expo, providing the car manufacturer a unique platform to catch auto enthusiasts at the expo. While every car manufacturer was distributing freebies in form of physical product catalogues, merchandise, calendars, Ford distributed this utility cum entertainment application to its users at the expo via handy QR code cards.
“Through social integration (Facebook and check-in), conversations around Ford increased to 2.5 times more than its competitors. An app called “Drive Smart” was developed to engage prospects and customers, with a popular maps feature and traffic updates. The app has had 43,000 downloads and is still counting,” says Seckold.
If you are actively investing to grow your money month after month, you already understand the value of planning ahead. SIPs, long-term portfolios, retirement planning and goal-based investing all point to one thing. You are building a future with intent.
What often gets missed in this process is one foundational question. How well is the income that funds all these plans protected?
Term life insurance fits naturally into this stage of financial planning. It does not compete with investments. It supports them by protecting the income that makes long-term growth possible.
Why Income Protection Is a Core Part of Financial Planning
Every financial plan begins with income. Before money is invested or saved, it is earned.
Over time, this income is allocated across multiple needs:
● monthly household expenses
● EMIs and long-term loans
● savings and emergency funds
● investments aimed at future goals
As responsibilities increase, financial planning becomes layered. Each layer assumes income continuity. Term life insurance exists to ensure that this structure does not become fragile due to overdependence on a single income source.
It adds stability to plans already in motion rather than introducing a new objective.
What does term life insurance do?
Term life insurance provides a fixed payout to your nominee if you pass away during the policy term. The purpose of this payout is practical and clearly defined.
It is intended to:
● replace lost income for a defined period
● help manage outstanding liabilities
● support ongoing household and goal-based expenses
There is no investment or savings component. This keeps the product focused and cost-efficient, allowing individuals to opt for meaningful coverage without diverting funds meant for growth-oriented investments.
Why Term Life Insurance Complements Investing?
Investments and insurance play different roles in a financial plan.
Investments are designed to:
● grow wealth over time
● compound with consistency
● be adjusted as goals and risk appetite change
Term life insurance is designed to:
● provide financial continuity
● protect existing plans from disruption
● remain stable once put in place
Keeping these roles separate improves clarity. Investments are allowed to perform without being forced to double up as protection, while insurance quietly supports the overall structure.
Who Should Consider Term Life Insurance?
Term life insurance becomes relevant when financial planning extends beyond individual needs. This typically includes:
a) Working professionals
When income supports shared expenses or long-term plans, protection becomes essential.
b) Individuals with long-term liabilities
Home loans, education loans and other EMIs often extend over decades. Term insurance ensures these obligations remain manageable.
c) Parents planning future milestones
Education, healthcare and lifestyle goals require continuity over many years.
d) Early planners with rising incomes
Starting earlier allows coverage to align smoothly with career progression and evolving responsibilities.
How Much Coverage Should Be Considered?
Coverage should be guided by financial reality rather than affordability alone.
A well-rounded evaluation typically considers:
● number of years income needs to be replaced
● existing and future liabilities
● long-term goals already planned
● inflation and rising living costs
Many insurance companies offer options starting from 50 lakhs, 1 crore term insurance and higher. It allows individuals to choose coverage based on their income, liabilities and future plans.
How Term Life Insurance Fits Into a Long-Term Plan
Once set up, term life insurance does not demand frequent attention.
It does not require active monitoring, market tracking or performance reviews. Its role is structural rather than dynamic.
By ensuring financial continuity, it allows families to:
● stay aligned with long-term plans
● avoid rushed financial decisions
● focus on execution rather than damage control
When aligned correctly, term insurance strengthens the foundation on which investments, savings and retirement plans are built.
Choose the Right Insurance Partner
Once the need, coverage amount and role of term life insurance are clear, the final and most important step is choosing the right partner.
This decision should be based on:
● clarity and transparency in policy terms
● a strong claim settlement track record
● consistency in servicing and communication
● the ability to support long-term financial planning rather than just selling a product
Term life insurance is a long-term commitment. The partner you choose today will be the one your family relies on years down the line.
When protection is aligned with purpose and backed by a dependable insurer, term life insurance becomes a quiet but powerful part of a well-built financial plan.
