Hear from some of the brightest minds in the industry on how marketers should be thinking about mobile-first campaigns.

1. TOPMINDS
IN MOBILE
Engagement At Every Touch Point
INSPIRING QUOTES
FROM MOBILE EXPERTS

2. This is a collection of quotes from
leading visionaries in mobile. We
hope this helps enlighten and inspire
ideas to create mobile engagement
at every touchpoint.

3. Caroline Lewko
CEO Wireless
Industry Partnership
@CarolineWIP
“Mobile is everywhere, so work it into the
equation from the beginning. And don’t be
afraid to look beyond your own walls to gain
time and creativity from the many communities
of developers who have years of collective
experience to help you succeed.”
Eduardo Henrique
Head of Global Expansion
at PlayKids
@edulh
“Mobile allows marketers to provide a unique
and completely different experience to their
customers. It’s not only about products any-
more, now mobile allows brands to live with
their customers.”

4. Jeffrey Hayzlett
C-Suite TV Host and Chairman
C-Suite Network
@JeffreyHayzlett
“The phone is most personal device created to date. You know
where your phone is more than you know where your children are
— brands must connect to the mobile owner in a way that evokes
the trust to allow the connection and personal engagement
to build a two-way personal relationship. What remains to be
seen is if a company can create mobile handshake with a pinkie
promise and “BFF experience” for the new mobile age.”

5. “We’ve done the research (and spent $2 million to accomplish) for major
brands – Wal-Mart, MasterCard, Coca-Cola and AT&T and we know for
a fact that mobile should be 10-15% of marketers’ total mix (not just
of digital but of all media) to get the best return on overall campaign
spend. And that will rise to 15%-20% if the marketer is good at mobile
marketers, and then up to 30% of the mix in mobile as Smartphone
penetration grows. Truth is, consumers have changed their media habits,
and it’s up to marketers to realign to that consumer trend. ”
Greg Stuart
Global CEO
Mobile Marketing Association
@gregstuart

6. “Every interaction with a consumer should be viewed in the lens of mobile
engagement, which, if implemented expertly, is vastly more important to
the customer journey than online digital. The value of mobile marketing to
brands will inevitably be more impactful than the disruption of traditional to
digital online marketing.”
Matt Sechrest
CEO of Waterfall
Chairman of its Board of Directors
@mattsechrest

7. “Try and think ‘mobile only’ as your marketing strategy
-- that will help you really understand how powerful
mobile can be! In fact, in many markets, particularly in
emerging economies, most consumers use only mobile
for the larger part of their daily lives - in such a case, all
your eggs have to be in the mobile basket.”
Dr Madan Rao
Mobile Media Author
& Consultant
@MadanRao
Jamie Turner
60SecondMarketer.com
@AskJamieTurner
“If you’re not using mobile marketing to attract
new customers to your business, don’t worry-
your competitors are already using it and are
getting those customers instead.”

8. “The mobile phone is not only a channel to reach consumers with
advertising but also an instrument that allows consumers to engage
with advertisements that occur in the “offline” world. Inspiration can
be a fleeting moment but thankfully a mobile phone is on hand at the
moment a consumer is inspired. This is the beginning of the beginning of
that new world.”
Chris Barton
Founder and Board Director, Shazam
@bartonsurfer

9. Art Peck
President of Growth,
Innovation and Digital at Gap
Sara Hilliard
Senior Brand Manager
for Nestea
@AskJamieTurner
“Currently about a third of all traffic to Nestea
sites comes via a mobile device, so mobile
integration is a critical part of our overall digital
plan.”
“The opportunity to better monetize the huge
amount of incremental traffic coming off of
mobile devices we see as very significant, and
you will see pretty radical progress in our mobile
Web experience, and the experience delivered
to these devices.”

10. Sarah Ohle
Director of Marketing Intelligence
at xAd, Inc. New York
@sarahohle
“Mobile is in many ways the most disruptive force in media in
recent history. However, rather than this being a hurdle, marketers
have harnessed the personal and on-the-go nature of mobile to
reach their audiences in new ways. Now a marketer doesn’t just
have the opportunity to talk to a consumers when they are at
home or in front of their computer.”

11. Megan Clarken
Nielsen’s Executive Vice
President of Global
Products Leadership
Scott Hudler
Vice President Dunkin’ Donuts
@scotthudler
“Consumers all over the globe are moving their
media consumption to tablets and smartphones.
With that has come a real interest and shift from
broadcasters to move their program content from
TV and extend it across mobile devices.”
“We’re increasing our spend online every year.
To keep our brand relevant, we have to engage
our consumers where they are.”

12. Walt Geer
Vice President Product Strategy
at Point Roll, New York
@3rdGeers
John Caron
Chief Marketing Officer
at Linkable Networks
@jcaron2
“One of the challenges with mobile is that
it is such a personal device, and impersonal
messaging—whether it is a push message, an
ad, or an offer—is not well received.”
“Biometric research shows that users feel
confident making a purchase within the banner
if they recognize the brand and if the ad is on a
recognizable site.”

13. Rebecca Roose
Senior Product Marketing
Manager at MyWebGrocer,
Winooski, VT
@Sticky_Mommy
Nancy Gibbs
Time Magazine’s Deputy
Managing Editor Nancy Gibbs
@nancygibbs
“Retailers need to be where their shoppers are,
which is online and on their smart phones. If
retailers don’t have a mobile experience for those
mobile shoppers, the conversion rate is poor.”
“It’s hard to think of any tool, any instrument,
any object in history with which so many
developed so close a relationship so quickly as
we have with our phones.”

14. Joana Van Den
Brink-Quintanilha
Leader Author of the Report
at Forrester, London
Andrew Higgins
Digital Strategist
at Pixlee, San Francisco
@AMHigg89
“Different content performs better from a
PC, tablet, or mobile. Understanding how
to best engage and convert customers from
different devices is becoming a powerful way
for brands to differentiate their marketing from
competitors’.”
“Brands will remain relevant, but context is
becoming increasingly important, particularly
when it comes to mobile interactions. In fact,
privacy is all about context. Provided that their
immediate needs are addressed, consumers are
willing to exchange information for value.”

15. Jason Fuentes
Head of Mobile
at RadiumOne
@FuentesJason
Chris Cheung
Product Line Manager
at Autodesk
“Given the remarkable proliferation of mobile, a
marketing strategy that starts and ends at the device,
affords today’s marketers the ability to successfully
connect online to offline experiences and generate a full,
360-degree view, of their audiences. Never before has
this been possible at such scale, speed or accuracy.”
“The future of mobile creativity is in our youth: An
entire generation first exposed to computing in
this form.”

16. “Human beings are mobile and marketers must follow. To survive and thrive
marketers must focus on putting mobile at the heart of their marketing and
customer engagement and to service people along every stage along the
customer journey. Mobile is the single medium that bridges the physical and
digital boundaries of our lives and is the primary means for engaging people at
the moments that matter.
“Looking forward, mobile will be about servicing people in what we refer to as
the ‘connected life’. By 2020 the we will have 6 to 10 connected devices in our
lives. Connected devices and the related engagements and experiences are both
the creator and beneficiary of data. The future of marketing is all about learning
to master data and learning how to engage with people as individuals in order to
fulfill and enrich their lives while meeting the needs of your business.”
Michael J. Becker
Managing Partner
mCordis
@mobiledirect

17. “There’s obviously a lot that shopper marketers can do with printed media, but
at the end of the day it’s still just a piece of paper. Mobile allows you to take
that piece of paper and make it interactive; giving in-store shoppers immediate
access to information & incentives—but in a way that the marketer still controls.
Store shelves are crowded with competing products, but by integrating a mobile
call to action with on-pack, you gain a definite advantage in the last-mile of the
race. Most mobile strategies fixate on awareness; on the very top of the customer
journey. This ignores the very real opportunity available in bringing interactive
content to the physical point of purchase. And let’s not forget—everybody takes
their phone home with them after they leave, giving marketers a vector for
content delivery that extends beyond the 4 walls of the store. ”
Adam Lavine
FunMobility CEO
Founding Chair of the Mobile
Coupon Standards Committee
@adamlavine