About Us
Fulcrum is a brand activations company specialising in below the line campaigns, special events and other field marketing activities. Established in 2007, we have extensive experience in our field and count amongst our points of difference the following.
We do this by creating moments in popular malls, colleges, bus stops, multiplexes, stores and events right into cherished moments in a customers life.
Our vision is to empower brands & corporates to communicate primarily through the medium of experience & innovation.
We believe in the sales of our clients products/services, sales supported by brand visibility, awareness and execution of the products message with a promotional objective.
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Brand Activation Services
Identification of new art projects and initiatives, turning ideas into successful projects
Festivals consulting and management including set-up, staffing, logistics, etc..
Events management from concept, project management, planning to delivery
Event promotion including RSVP Management
Event branding & design & 3D rendering
Content & program creation (Workshops, talks,
entertainment, etc..)
Exhibition Stands design, production & management
Mall activation planning, set-up and management
In-store promotion (Point of Sale, activation kiosks, etc..)
Complete Advertising & Branding support
Social Media management both prior and post-event
Artists management
Venue sourcing including set-up
Travel & hotel Management
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Business Learning Terms
Mobile Search: Is it a next big thing?
Posted in Digital Media Planning & Strategy
A week ago, I came across an interesting article on Mobile Search. It prompted me to explore this topic a little further and put it up on my blog for further discussion. Mobile search probably is the next significant value creation opportunities for mobile operators around the world. According to Mobile Marketing Association, nearly 2 billion global mobile devices users are poised to use it as a primary means of accessing information. Now lets look at how Mobile Search differs from Internet (read PC) Search
Mobile devices are always on and always available.
Call completion can directly connect you with marketers.
Mobile search is coupled with immediate purchase intention.
PCs come with big screen which can show multiple search results with lot more detailed information as compared to small screen of a Mobile.
PCs have large and much comfortable pointing tools like mouse, touchpad as compared to a mobile device which usually has a compact keypad.
Internet search will always cover broad category searches than mobile. I think mobile search will be useful in finding out VAS services like wallpapers, ring tones etc and Mobile search will be very handy when it comes to local search e.g. finding information about local addresses, and local restaurants etc while traveling will be a huge plus for mobile search. But mobile has a solid advantage over internet which is personal Now what does this mean? This means more relevant results pertaining to their users demographics, behaviour patterns and personal interests. Am sure this would more opportunities for operators to make money. I dont know how exactly they would leverage this. Another thing that I wanted to explore is the difference in the role of Mobile Search and Internet (PC) Search in Purchase Cycle. Though there is no quantifiable proof to it, but I still feel that mobile search is more likely to result in immediate action (enquiry/sale) than internet search. Probability of users searching for brand related keywords might be higher than generic ones. Also, we might see some new metrics in case of Mobile Search in addition to PPC. Mobile Search might see performance driven metric. Mobile search is still very new especially in India. But with more no of people using mobile internet than pc in India, it presents various opportunities to marketers, operators and surely for mobile users.
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