A week ago, Sheryl Sandberg visited India
Sheryl shared personal anecdotes about her experiences with kirana shops and their "marketing" from the year she spent in India back in 1981
Digital and mobile engagement has brought back personalized marketing. This enables more personalized marketing that can bring the right message to the right consumer at the right time - just like the kirana shop on the corner.
The beauty is that we don't have to choose between mass and personal. In many emerging markets like India, the mobile phone has greater reach than toilets, television, or even electricity! Africa is an extreme case where only 10 per cent of the continent's households are on the electricity grid
The surest way to "Lean In" and succeed is by being the champion of mobile marketing
Sheryl's "Lean In" movement is for all of us who want to make the most of our careers. When we spoke, she shared a valuable tip.
The fastest way to differentiate yourself and accelerate your career is by taking calculated risks. Those who sit back and wait to be told what to do will never move up as fast, even if they execute well on their responsibilities. When you stick your neck out for something you believe will help your company, even in the face of resistance, and then see it through to success, you are sure to be recognized as a leader.
Now the question is - As a marketer, what can I do to differentiate myself and accelerate my career? The answer lies being the champion of taking calculated risks. So let's calculate!
We know that:
The mobile is ubiquitous.
The results of high impact and ROI of using the mobile in marketing are proven.
Currently, in Asia, digital marketing is less than 15 per cent of marketing spend and mobile is less than 2 per cent (according to data from eMarketer http://www.slideshare.net/catchadigital/emarketer-worldwideadspendingforecast). In India, mobile is only 0.16 per cent of spend.
Compare this to the UK, which has nearly 40 per cent on digital and 13 per cent on mobile. India is a multiple of 10x behind the UK, even though the mobile has greater reach in India than television.
What's the takeaway? We have a huge gap in the market in mobile - an area that will inevitably boom and have a massive future impact on all businesses. This, my friends, is a calculated risk that lies strongly in favour of any willing champion.
Seize the opportunity for yourself! Someone within your organization will become the champion of mobile marketing, and it may as well be you.
(The writer is the co-founder and CEO of mobile marketing firm ZipDial)