And my answer too is consistent….Yes it is!  For we are seeing the emergence of  mobile as the  medium on which all the types of media like Print, TV, Radio has to ride to become more effective, accessible and relevant for a consumer.

Today, traditional media is increasingly utilizing mobile as a part of their campaigns to drive the interactivity and flow of personalized information. Recently UTVi News has signed One97 to be the mobile partner of the Autocar event’09 being organized on the 7^th January. One97 will provide a platform for information dissemination and interactivity for this event. This is but one example  of  events that are using mobile as a medium for better reach and interactivity.

 Mobile is a very effective medium for reaching out to the relevant audience. The key for this medium being effective is the “RELEVANCE”.

Thus if the mobile medium is indeed:

·        The most effective and economical way to reach out to the maximum audience.

·        The most important positive of this medium is that it is quantifiable as compared to any other media.

·        Flexible to the extent of reaching to each individual as he/she would prefer.

It is not long before Mobile Marketing becomes the most sought after mode of Product Launches and other PR activities ably supplementing the existing media or should I say no Product or PR media plan would be complete without Mobile being given a significant part of the media mix.