2014: MOVING MOBILE TO THE CENTER
Impacting Every Stage of Consumer Engagement
INTRODUCTIONS
Jennifer Wise, Analyst, Forrester Research
Jenny is an analyst serving Marketing Leadership Professionals. H...
Making Leaders Successful
Every Day
Mobile Advertising Must Break Free
From The Desktop
Jennifer Wise, Analyst
December 9, 2013
Agenda

› Customer are increasingly mobile
› Mobile advertising is not reaching it’s
full potential today

› Marketers nee...
Agenda

› Customer are increasingly mobile
› Mobile advertising is not reaching it’s
full potential today

› Marketers nee...
Today’s customer loves their devices
And spend a lot of time on them

Image source: APG (http://apcmag.com); Lakeshore branding (http://www.lakeshorebranding.c...
Source: NBC News and The Associated Press (http://photoblog.nbcnews.com)
© 2013 Forrester Research, Inc. Reproduction Proh...
A mobile mind shift has started
The expectation that any
desired information or service is
available, on any appropriate
d...
Agenda

› Customer are increasingly mobile
› Mobile advertising is not reaching
it’s full potential today

› Marketers nee...
Mobile advertising today doesn’t meet the
customer’s demands
Today, mobile ads are treated as minidesktop ads
› The short history of mobile ads
has been filled with bad
experiences

•...
The result?

› Low performance
• Bad user experiences
drive down success

› Poor, misunderstood tracking
and measurement
•...
Agenda

› Customer are increasingly mobile
› Mobile advertising is not reaching it’s
full potential today

› Marketers nee...
How do you reach this perpetually connected,
demanding customer with mobile advertising?
Mobile advertising must evolve into its
own, special type of paid media
Marketers must strike the right balance
Mobile-unique content

© 2013 Forrester Research, Inc. Reproduction Prohibited

Co...
Step 1: Create mobile-first advertising
Mobile-first advertising requires you to:

› Think about your user’s experience
› Take advantage of mobile-unique function...
Step 2: Leverage contextual data
Forrester defines context as
“the sum total of what your customer has told
you and is experiencing at their moment of
enga...
Context includes:
›Situation: the current location, altitude, and speed the
customer is experiencing

›Preferences: the hi...
Target personas
Who is your customer?

› Gender
› Age

› Country
› Language

› Interests

© 2013 Forrester Research, Inc. ...
Master the context basics
What is their situation right
now?

› GPS

› Time of day
› Current location

© 2013 Forrester Re...
Layer in intelligence
What are they trying to
accomplish?

› Where in the customer journey?

› History with the brand?
› P...
Add more contextual dimensions
Go further:

› Distance? Depth?
› What floor in the building?
What aisle?

› What direction...
Agenda

› Customer are increasingly mobile
› Mobile advertising is not reaching it’s
full potential today

› Marketers nee...
Key takeaways:
›
›

Mobile advertising must evolve to become something
distinct from tiny versions of online display ads.
...
Thank you
Jennifer Wise

jwise@forrester.com
@JenniferWise
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InMobi Webinar: 2014 - Moving Mobile to the Center

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Get ready for 2014! Learn from our guest Forrester analyst Jennifer Wise how marketers are preparing to engage a more mature mobile consumer. Jennifer will present Forrester’s view on the future of mobile advertising and discuss the challenges surrounding creative and ROI. Stephanie will leverage her 18 years in interactive advertising with insights into how mobile impacts every stage of consumer engagement.

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InMobi Webinar: 2014 - Moving Mobile to the Center

  1. 1. 2014: MOVING MOBILE TO THE CENTER Impacting Every Stage of Consumer Engagement
  2. 2. INTRODUCTIONS Jennifer Wise, Analyst, Forrester Research Jenny is an analyst serving Marketing Leadership Professionals. Her research focuses on emerging marketing tactics, with a primary emphasis on mobile devices, tablets, and gamification. Her research examines the consumer adoption and usage of devices and features, and the organizational maturity technologies, and frameworks required for marketers to successfully deploy these tactics in service of their marketing strategies. Stephanie Sarofian, Executive Director Brand & Agency Partnerships, InMobi Stephanie Sarofian heads InMobi’s new Mobile First: Data and Audience Strategy Group, a New York-based strategic team that is spearheading brand and agency partnerships as InMobi accelerates its North American expansion. Prior to InMobi, Stephanie was SVP/Global Managing Director at Digitas where she founded the Digital Content New Front, an annual marketspace dedicated to digital media programming and trading. Stephanie was recently named to Business Insider’s “30 Most Powerful Women in Advertising.” Moderator: Rick Jones, Head of Marketing North America
  3. 3. Making Leaders Successful Every Day
  4. 4. Mobile Advertising Must Break Free From The Desktop Jennifer Wise, Analyst December 9, 2013
  5. 5. Agenda › Customer are increasingly mobile › Mobile advertising is not reaching it’s full potential today › Marketers need to craft a mobile-first, contextually-based strategy › Key takeaways © 2013 Forrester Research, Inc. Reproduction Prohibited 5
  6. 6. Agenda › Customer are increasingly mobile › Mobile advertising is not reaching it’s full potential today › Marketers need to craft a mobile-first, contextually-based approach › Key takeaways © 2013 Forrester Research, Inc. Reproduction Prohibited 6
  7. 7. Today’s customer loves their devices
  8. 8. And spend a lot of time on them Image source: APG (http://apcmag.com); Lakeshore branding (http://www.lakeshorebranding.com) © 2013 Forrester Research, Inc. Reproduction Prohibited 8
  9. 9. Source: NBC News and The Associated Press (http://photoblog.nbcnews.com) © 2013 Forrester Research, Inc. Reproduction Prohibited 9
  10. 10. A mobile mind shift has started The expectation that any desired information or service is available, on any appropriate device, in context, at your moment of need © 2013 Forrester Research, Inc. Reproduction Prohibited 10
  11. 11. Agenda › Customer are increasingly mobile › Mobile advertising is not reaching it’s full potential today › Marketers need to craft a mobilefirst, contextually-based strategy › Key takeaways © 2013 Forrester Research, Inc. Reproduction Prohibited 11
  12. 12. Mobile advertising today doesn’t meet the customer’s demands
  13. 13. Today, mobile ads are treated as minidesktop ads › The short history of mobile ads has been filled with bad experiences • Interruptive • Irrelevant • Hard to read © 2013 Forrester Research, Inc. Reproduction Prohibited 13
  14. 14. The result? › Low performance • Bad user experiences drive down success › Poor, misunderstood tracking and measurement • Mobile impacts new phases of the customer lifecycle • Mobile has its own set of unique metrics © 2013 Forrester Research, Inc. Reproduction Prohibited 14
  15. 15. Agenda › Customer are increasingly mobile › Mobile advertising is not reaching it’s full potential today › Marketers need to craft a mobile-first, contextually-based strategy › Key takeaways © 2013 Forrester Research, Inc. Reproduction Prohibited 15
  16. 16. How do you reach this perpetually connected, demanding customer with mobile advertising?
  17. 17. Mobile advertising must evolve into its own, special type of paid media
  18. 18. Marketers must strike the right balance Mobile-unique content © 2013 Forrester Research, Inc. Reproduction Prohibited Contextual messaging 18
  19. 19. Step 1: Create mobile-first advertising
  20. 20. Mobile-first advertising requires you to: › Think about your user’s experience › Take advantage of mobile-unique functionality › Create content that offers value to the user © 2013 Forrester Research, Inc. Reproduction Prohibited 20
  21. 21. Step 2: Leverage contextual data
  22. 22. Forrester defines context as “the sum total of what your customer has told you and is experiencing at their moment of engagement.”
  23. 23. Context includes: ›Situation: the current location, altitude, and speed the customer is experiencing ›Preferences: the history and personal decisions the customer has shared with you ›Attitudes: the feelings or emotions implied by the customer’s actions
  24. 24. Target personas Who is your customer? › Gender › Age › Country › Language › Interests © 2013 Forrester Research, Inc. Reproduction Prohibited 24
  25. 25. Master the context basics What is their situation right now? › GPS › Time of day › Current location © 2013 Forrester Research, Inc. Reproduction Prohibited 25
  26. 26. Layer in intelligence What are they trying to accomplish? › Where in the customer journey? › History with the brand? › Purchase intent? › In my store? In a competitor’s store? › Within 1 hour of flight? Two days? © 2013 Forrester Research, Inc. Reproduction Prohibited 26
  27. 27. Add more contextual dimensions Go further: › Distance? Depth? › What floor in the building? What aisle? › What direction is the consumer facing? › Light? Dark? © 2013 Forrester Research, Inc. Reproduction Prohibited 27
  28. 28. Agenda › Customer are increasingly mobile › Mobile advertising is not reaching it’s full potential today › Marketers need to craft a mobile-first, contextually-based strategy › Key takeaways © 2013 Forrester Research, Inc. Reproduction Prohibited 28
  29. 29. Key takeaways: › › Mobile advertising must evolve to become something distinct from tiny versions of online display ads. They must become contextual, personalized, and content-driven experiences. › This will lead to more measurable and improved mobile media performance. © 2013 Forrester Research, Inc. Reproduction Prohibited 29
  30. 30. Thank you Jennifer Wise jwise@forrester.com @JenniferWise
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