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Clips: "The report is analyzed using mobile service usage data for March 2009 to May 2009 time frame. 5,959 respondents were interviewed and their data projected to Urban Indian population owning a mobile phone, approx 271 million. Margin of error is 1.27%."
"Some key points of this report are:
* 1 in 5 urban Indians have used a SMS based VAS service either as a one-off or on subscription basis
* SMS is an effective marketing tool, showing conversion rates a lot higher than other conventional mediums i.e. TV/Radio etc. 1 in 3 Urban Indian has acted in some manner over the SMS i.e. forwarding to others or enquiring about it.
* SMS, an advertising medium, has an interaction rate of around 5%
* A quarter of urban Indians have participated in some sort of SMS contest, a valuable tool for getting consumers involved with products/services"This report looks at SMS as a value added service, a marketing tool, advertising medium, a mode of getting consumers involved.
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Clip: "The findings revealed a paradox, though, in that 62% say they don't seek out brand opinions via social media but 71% share recommendations on products and services on social sites at least once every few months.
What gives? The study suggests people are influencing each others' purchase decisions even when they're not consciously asking for purchase advice.
For that reason, brands have to participate directly in these online discussions or face growing irrelevance, says Razorfish. But they have to bring credible voices that "need to be more engaging, personal, humble, authentic and participatory than traditional advertising images," advises the report.
Establishing an authentic presence in social media is where many marketers fall down, according to Shiv Singh, vice president and global social media lead at Razorfish. "Most brands aren't doing it successfully," he said in an interview last week."
