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Five Trends to Watch for at Mobile World Congress 2013 – #MWC13

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OGILVY AT MOBILE WORLD CONGRESS 2013 …

OGILVY AT MOBILE WORLD CONGRESS 2013

With 70,000 attendees, 1,500 exhibitors and over 100 conference sessions, the Mobile World Congress can be an overwhelming experience. The conference ranges across all aspects of the mobile economy, from hardware and infrastructure to marketing and education. Fortunately, Martin Lange, Executive Marketing Director of Digital Strategy for Ogilvy & Mather, will be attending the conference.

Since Martin is deeply immersed in the mobile ecosystem, he’s keeping track of what really matters in this, the most rapidly evolving aspect of marketing and communications.

Martin will focus on the following top five mobile trends during the conference, including his perspective on some must-see keynotes and panels which will bring these trends into sharp relief. Be sure to follow Ogilvy at MWC 2013 on Tumblr or @OgilvyWW on Twitter for real-time updates of all things Mobile World Congress.

http://bit.ly/OgilvyAtMWC13

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  • 1. Trendsto watch for World at Mobile Congress 2013 Martin Lange, Executive Marketing Director of Digital Strategy for Ogilvy & Mather
  • 2. Mobile Kung-Fu Powerful solutions in a small package.Advertising via mobile devices still has a Global advertisers will soon find the meanslong way to go before we achieve the kind to run campaigns, via text or call services,of spend/get ratios we crave. However, in multiple countries and through multiplewe do see many solutions entering the operators. Fortunately, negotiatingmarket that will make ad buying, location- individual operator deals one country atbased promotions, messaging services and a time is a pain of the past. Massivelymany other marketing efforts much more increased scale and speed to market willmanageable and trackable for advertisers. soon follow, and services like Jana or Soli United are the bellwethers for this trend.
  • 3. A loud ring in a quiet theaterMobile services that disrupt status quo marketing, to the benefit of brands.Consumers and customers are flocking taxi industry, how Instagram has upendedto new mobile propositions which herald the camera market, how Amazon’s mobilea new service or transform products or service has challenged the physical retaildistribution – or both. And this is happening business or how Twitter has taken overin staid B2B value chains and fluid B2C current newscasting.markets alike. Start-ups have done thehard work of paving the way for new, By developing services, brands candisruptive services that make use of the shift their marketing efforts from pureinherent advantages found in the mobile outward-bound advertising to immersiveworld: location sensing, cameras and experiences. As a happy side effect, thisinstant access to social networks. Clever creates the potential for incrementaluse of these mobile advantages allows revenue along the way. At MWC, we’ll learnbusinesses to threaten traditional value about the latest ideas and innovations thatchains and business models. Just think inspire us to think beyond the message tohow Uber and myTaxi have shaken up the the experience and user engagement.
  • 4. Too much of a good thing? Learning to swim and not drown in the flood of mobile data.Recent studies have shown that data is smarter and more relevant messagesthe #1 topic that keeps CMOs up at night. and offers, better products and customerWith more smart devices in the hands service, sharper modeling, and moreof the consumer, more data points are focused investments.collected every day. We can now addlocation, shopping behavior, contacts This trend is light on conference sessions,and who knows what else to an already but many data solution providers are sureoverwhelming set of variables. How can to be present on the exhibition floor –marketers make sense of all the available everyone from large players such as IBM todata points, much less take advantage of small start-ups with innovative solutions.them? We’ll need to if we want to create
  • 5. Brave old world Content, coming soon to a device very near you.Content – as study after study has shown Brands and media companies alike need– is a high priority for marketers going to understand how content is consumed ininto 2013. Mobile platforms have liberated the mobile world, what makes it succeedcontent from being consumed only at and what is required to produce it. We arehome. It’s given birth to new formats, such in a rush to embrace mobile content toas Vine and Angry Birds, and extensions increase our relevance with consumers,of platforms, such as HBO GO. Through either by creating custom content or bymobile, we can access any information or adding context or service to existing work.entertainment content anywhere. Expect to find content creators, publishers and distribution infrastructure providers on the exhibition floor, and discussion of case studies in the conference.
  • 6. The unconnected life is not worth living Connection is breaking free from communication.In the near future, the experts tell us, ways, building out content and servicesthe “Internet of Things” will surround across these newly connected devices.us seamlessly. That odd phrase We’ll have more data to collect and morestands for the tighter connections intelligence to act upon, but brands willamong physical products and the vast be challenged to provide a consistentinformation infrastructure we call the experience everywhere they meet theirInternet. Ericsson predicts that 50 billion consumers.devices will be connected by 2020. Thisdevelopment offers a great opportunity At MWC, we will see a lot of visions for thefor companies to create new intelligent near and not-so-near future of connectedproducts and talk to consumers in new devices.