GUEST COLUMN: Mobile marketing in the OTT landscape: Big opportunity for digital marketers

Mumbai: The rise in each viewership and engagement of over-the-top (OTT) has opened up a world of potentialities for marketers wanting for new and higher methods to succeed in their shoppers sitting in the consolation of their houses. Recent reviews estimate that the OTT section will develop to roughly $ 4 billion by 2025. 

Confirming this development, India noticed an enormous upsurge in media consumption between March and June 2020. By the finish of 2020, OTT video subscribers nearly tripled to just about 62 million, up from 32 million at the finish of 2019. This accelerated development of the Indian SVOD business is assumed to be attributable to the Covid-19 pandemic. 

Despite the indisputable fact that the OTT streaming enterprise is dominated by giant firms equivalent to Netflix, Hulu, YouTube, and Amazon Prime, smaller OTT streaming companies proceed to emerge. In order to have an edge over these budding opponents, it’s important to utilise the energy and confirmed outcomes of cell marketing.

Before we dive into the methods, under are some main traits that cell marketers should be cognisant of, to make the greatest use of this ripe opportunity:

Mobile is changing into the first selection for content material: Mobile has surpassed conventional TV as the primary development route for video distribution. In truth, cell collaborations now account for greater than half of all latest OTT video bundle offers, indicating that prospects are more and more utilizing cell units. As extra MNOs subsidise at no further value to encourage upsell and retention, this development is anticipated to proceed.

The rise of 5G: Because 5G web is projected to turn out to be the customary, particularly in metropolitan areas, it is going to completely rework streaming patterns.

Shared viewing because of lockdown: The complete inhabitants has been compelled to remain at house owing to worldwide lockdowns, which has resulted in a quick rise in the consumption of content material. Many OTT platforms, equivalent to Netflix and Disney+, rapidly acted on this and launched expertise that permits people to view movies collectively on a video chat, permitting platform customers to stream in sync, to help prospects to isolate themselves and social distance. GroupWatch on Disney+ and Teleparty on Netflix have been large hits, and it is a development that’s more likely to stay.

Shift in OTT Model: Live and linear OTT companies, that are projected to be an important factor of the future era of OTT video, have a big development opportunity based mostly on present watching traits and untapped video segments. Pay-TV suppliers are ideally positioned to supply reside streaming companies that make use of content material that’s greatest loved in real-time, equivalent to information, climate, speak packages, and sports activities. In the future, the content material will likely be re-bundled beneath an OTT construction, whereas the earlier cable mannequin focused on content material unbundling.

Now, in OTT, on the subject of growing a short- or long-term marketing technique, cell marketing is a crucial element. There’s a cell marketing channel for each section of your viewers the place they’re most snug, from e mail to pay-per-click (PPC), search engine optimisation (search engine optimization), content material marketing, and social media marketing. 

To be efficient with cell marketing, marketers should present a constant expertise that prospects count on—which can be tough to do once you’re attempting to draw, have interaction, and retain individuals throughout a number of platforms.

Following are a few of the key issues that marketers should preserve in thoughts whereas crafting methods for the OTT landscape-

Push notifications are key: User-behavior-driven push notifications ought to stay a vital element of the complete engagement plan, that are confirmed to spice up engagement charges by as a lot as 80 per cent. 

Value suggestions of consumers: It’s extraordinarily necessary for marketers to grasp the desire of their prospects and worth their options. Viewing historical past, in-app habits, and day by day time of app launch are a few of the information factors that when collected repeatedly will give a wealth of knowledge on buyer habits, considerably serving to personalisation. This personalisation will additional assist in rising in-app time spent by producing the most applicable content material suggestions over time.

Timing is essential: Focusing on personalisation and context is essential to make cell marketing work for OTT platforms. However, what’s additionally necessary is delivering the content material, options, and notifications at the right time, the outcomes of that are confirmed to be phenomenal.

Conversion of freemium subscribers to paying prospects is crucial: Acquiring customers is unquestionably necessary on the subject of implementing a development technique, however the finish aim ought to be to show the subscribers who’re consuming content material for free into paying prospects. Hence, marketers have to deal with pitching the platform’s subscription choices, with applicable personalisation, to the buyer.

Make the prospects really feel necessary: Finally, constructing model loyalty is the key at each stage, and this may be accomplished by making prospects really feel valued by addressing their suggestions. Hence, by way of personalised and crafted push notifications and in-app messages, repeat customers will be inspired to price and overview the OTT platform.

Connecting the hyperlinks between on-line and offline media is the way forward for cell marketing. When used with different, extra conventional media, cell is a powerful device that ought to be considered as the glue that holds every little thing collectively. The aggressive atmosphere for OTT apps, each native and browser-based, is repeatedly shifting. Benchmarking one’s efficiency and growth versus business norms is crucial for marketers. 

OTT marketers want to notice that distinctions between the provision of and accessibility to high-quality content material throughout OTT platforms will proceed to merge. How they’ll obtain a considerable aggressive edge is by utilizing data-driven AI-powered customised, related, and time-bound multi-channel dialogues with shoppers. For profitable person engagement for your media, marketers should benefit from each single cell second!

(Dave Dabbah is former chief marketing officer of CleverTap. The views expressed in the column are private and might not subscribe to them.)

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