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InMobi Webinar: 2014 - Moving Mobile to the Center
 

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 ...

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 InMobi Webinar: 2014 - Moving Mobile to the Center Presentation Transcript

    • 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. 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
    • 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 need to craft a mobile-first, contextually-based strategy › Key takeaways © 2013 Forrester Research, Inc. Reproduction Prohibited 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 approach › Key takeaways © 2013 Forrester Research, Inc. Reproduction Prohibited 6
    • 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.com) © 2013 Forrester Research, Inc. Reproduction Prohibited 8
    • Source: NBC News and The Associated Press (http://photoblog.nbcnews.com) © 2013 Forrester Research, Inc. Reproduction Prohibited 9
    • 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
    • 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
    • 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 • Interruptive • Irrelevant • Hard to read © 2013 Forrester Research, Inc. Reproduction Prohibited 13
    • 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
    • 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
    • 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 Contextual messaging 18
    • Step 1: Create mobile-first advertising
    • 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
    • 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 engagement.”
    • 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
    • Target personas Who is your customer? › Gender › Age › Country › Language › Interests © 2013 Forrester Research, Inc. Reproduction Prohibited 24
    • Master the context basics What is their situation right now? › GPS › Time of day › Current location © 2013 Forrester Research, Inc. Reproduction Prohibited 25
    • 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
    • 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
    • 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
    • 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
    • Thank you Jennifer Wise jwise@forrester.com @JenniferWise