The document provides predictions from the MMA EMEA Board of Directors about mobile marketing trends in 2013. Key predictions include: major brands increasing mobile budgets to 7-10% of total spend; agencies adding mandatory mobile components to client proposals; mobile websites becoming more common than apps; location-based marketing growing for retail; and rich media playing a large role through high-quality optimized content. Overall, mobile is predicted to become a more central part of marketing strategies.
It describes the SoLoMo’s usage for marketing across the various industries. It provides deep insight on what SoLoMo is all about and how it is implemented for getting better results than the traditional marketing strategies.
This report considers the digital trends that will emerge in 2013. It explores the most important cross-channel learnings for savvy marketers looking to improve their future communications strategies to deliver more engaging, efficient marketing campaigns that will capture the attention, and the spending power, of consumers tomorrow.
It describes the SoLoMo’s usage for marketing across the various industries. It provides deep insight on what SoLoMo is all about and how it is implemented for getting better results than the traditional marketing strategies.
This report considers the digital trends that will emerge in 2013. It explores the most important cross-channel learnings for savvy marketers looking to improve their future communications strategies to deliver more engaging, efficient marketing campaigns that will capture the attention, and the spending power, of consumers tomorrow.
Call To Action: Bridging the Gap Between Mobile & OOHPosterscope
As we see the number of connected devices and technologies continue to increase, the phenomena of the once spectatorial culture is now rapidly evolving into a participatory culture. Key drivers such as mobile, social and digital OOH have created a constantly connected consumer who has high expectations and more control over what he/she is willing to listen to, take away
and act upon. This has forced a collaboration of OOH with mobile, creating a new communication ecosystem that is revolutionizing how we interact with media while out of home.
Here we discuss how mobile technologies such as QR, SMS, AR, Bluetooth and NFC are changing the OOH advertising landscape, allowing brands to engage with consumers on a platform that never leaves their side.
Mobile Marketing Masterclass - March 2012kapoorkriti
This deck covers the fundamentals of mobile marketing campaigns, including, SMS, apps and integration of mobile strategy with traditional and social media marketing.
Dive into numerous case studies, analyzing the best mobile campaigns and evaluating why those campaigns found success. Using these case studies, this session will walk attendees through the steps necessary to build, launch and maintain highly optimized mobile strategies for their organization.
Learning objectives:
Understand how mobile marketing results in positive ROI
Integrate mobile into their overall marketing strategies
Craft a successful mobile marketing campaign
Increase mobile efforts through optimizing mobile fundamentals
Measure mobile success
THE ANALYSIS, DESIGN & EVALUATION OF CUSTOMER INTELLIGENCE PLATFORM THAT HEL...ellestyle
Technology will continue to advance and influence peoples’ lives. Innovation has changed how people run their lives, but one thing will never change – the human heart. The great innovation comes from the heart and consumer love innovations that will make their lives convenient, pleasurable, and connected to the world.
13 emerging trends and issues that will define how we do marketing in 2013.
Check out johnblaskett.com to leave a comment or check out other posts on marketing and advertising.
Marketing Mobile Applications - MMA Webinar - iCrossingiCrossing
iCrossing's Mobile VP, Rachel Pasqua, guided attendees through the phases of the mobile app lifecycle including the essential pre-launch content planning and development phases and the essential post-launch combination of Bought, Earned and Owned media that ensures optimal app store search visibility and downloads. The webinar was held on December 1, 2011 in partnership with the Mobile Marketing Association (MMA).
Permission-Based Mobile Marketing White Paper from the Mobile Marketing Assoc...Optism
This permission-based mobile marketing paper sets out the case for permission based mobile marketing by defining what it is, how it works and the benefits to consumers, brands, agencies and mobile network operators. The paper illustrates all of the above through case studies from all over the world, supplied by members of an
MMA Task Force.
The MMA believes that permission based mobile marketing should be seen as a separate and distinct part of mobile marketing as it occupies a unique position in that it secures and maintains
the explicit agreement of the consumer to receive communication from and engage in dialogue with the brand.
Report: Integrated marketing communications plan WeveIan Adams
Presentation: http://www.slideshare.net/adamsian3/presentation-integrated-marketing-communications-plan
In this report, an integrated communications strategy will be devised for mobile commerce based on the organisation WEVE, who are a joint venture between EE, telefonica (O2) and Vodafone, the three biggest mobile network providers in the UK.
The Future of Location Based AdvertisingBernard Leong
Delivered the presentation on 23 June 2011 at Smart Mobility Conference organized by IDA during CommunicAsia 2011 at Marina Bay Sands. We provide some recent trends in mobility, the different technologies about location based advertising, and provide some recent numbers from Chalkboard and also some metrics coming out from our campaign facilitated by Housing Development Board with Joo Chiat Complex.
A really quick review of the state of mobile marketing from the Global Head of the Mobile Marketing Association. Slapped together in 2 hours to manage your expectations.
The mobile channel offers an exciting opportunity for marketers--one that most have yet to fully embrace. One avenue to pursue is the creation of a branded mobile offering,in which the marketer creates a portal dedicated to its product, service, or brand. With constant access to each customer, branded mobile portals can build interactive relationships by identifying consumers not only in terms of personal identity, but also in terms of commercial behavior, geographic location, and social and communication patterns. The rewards for companies that capitalize on these possibilities--deeper engagement with consumers, increased brand loyalty, and enhanced customer lifetime value--are not to be missed.
The pinnacle of a brand is when it becomes an experience and in this unchartered territory one thing is for certain, the difference between mobile advertising and mobile marketing is fairly straightforward: mobile advertising happens before the click and mobile marketing happens after the click focusing on the more long-term process of driving value from mobile customers. However, knowing and doing are two different things.
Customers are becoming increasingly mobile, and, as a result,
the customer journey is in need of an overhaul. In May 2014,
mobile platforms accounted for 60% of total digital media time
spent.
1
Mobile spending is correspondingly increasing to match
customer behavior, with mobile devices accounting for one in four
of all online purchases in November 2014.
2
Although companies
understand the importance of mobile, it is Altimeter Group’s
belief that brands both underestimate and underinvest in mobile’s
promise. In our latest research into the evolving landscape of
digital transformation and the digital customer experience, we
learned that an understood and unified mobile strategy remains
largely elusive to many executives and strategists.
The Inevitability of a Mobile Only Customer ExperienceEric Espinosa
Mon précieux... diront certains annonceurs. Longtemps perçu comme second écran, le mobile joue du coude et s’empare à vitesse grand V du statut de premier écran chez la majorité des consommateurs connectés. Cette prise de pouvoir exige une adaptation par les marques de leurs expériences consommateurs. Un nouveau rapport de l’Altimeter Group indique la marche à suivre.
The Inevitability of a Mobile-Only Customer ExperienceBrian Solis
Brian Solis and Jaimy Szymanski published new research to show how companies need to think Mobile-first and Mobile-only.
Customers are becoming increasingly mobile, and, as a result, the customer journey is in need of an overhaul. In this report, Altimeter Group focuses on how organizations can approach mobile design strategy through the lens of the evolving connected customer. Focusing on activities and outcomes with an understanding of consumer needs, objectives, and behaviors, companies are able to see past mobile as the latest “bright, shiny object.”
Following the four steps to building customer-centric mobile strategies outlined in this report, leaders can evolve mobile beyond being “just” another digital screen or channel to achieve greater business results.
Call To Action: Bridging the Gap Between Mobile & OOHPosterscope
As we see the number of connected devices and technologies continue to increase, the phenomena of the once spectatorial culture is now rapidly evolving into a participatory culture. Key drivers such as mobile, social and digital OOH have created a constantly connected consumer who has high expectations and more control over what he/she is willing to listen to, take away
and act upon. This has forced a collaboration of OOH with mobile, creating a new communication ecosystem that is revolutionizing how we interact with media while out of home.
Here we discuss how mobile technologies such as QR, SMS, AR, Bluetooth and NFC are changing the OOH advertising landscape, allowing brands to engage with consumers on a platform that never leaves their side.
Mobile Marketing Masterclass - March 2012kapoorkriti
This deck covers the fundamentals of mobile marketing campaigns, including, SMS, apps and integration of mobile strategy with traditional and social media marketing.
Dive into numerous case studies, analyzing the best mobile campaigns and evaluating why those campaigns found success. Using these case studies, this session will walk attendees through the steps necessary to build, launch and maintain highly optimized mobile strategies for their organization.
Learning objectives:
Understand how mobile marketing results in positive ROI
Integrate mobile into their overall marketing strategies
Craft a successful mobile marketing campaign
Increase mobile efforts through optimizing mobile fundamentals
Measure mobile success
THE ANALYSIS, DESIGN & EVALUATION OF CUSTOMER INTELLIGENCE PLATFORM THAT HEL...ellestyle
Technology will continue to advance and influence peoples’ lives. Innovation has changed how people run their lives, but one thing will never change – the human heart. The great innovation comes from the heart and consumer love innovations that will make their lives convenient, pleasurable, and connected to the world.
13 emerging trends and issues that will define how we do marketing in 2013.
Check out johnblaskett.com to leave a comment or check out other posts on marketing and advertising.
Marketing Mobile Applications - MMA Webinar - iCrossingiCrossing
iCrossing's Mobile VP, Rachel Pasqua, guided attendees through the phases of the mobile app lifecycle including the essential pre-launch content planning and development phases and the essential post-launch combination of Bought, Earned and Owned media that ensures optimal app store search visibility and downloads. The webinar was held on December 1, 2011 in partnership with the Mobile Marketing Association (MMA).
Permission-Based Mobile Marketing White Paper from the Mobile Marketing Assoc...Optism
This permission-based mobile marketing paper sets out the case for permission based mobile marketing by defining what it is, how it works and the benefits to consumers, brands, agencies and mobile network operators. The paper illustrates all of the above through case studies from all over the world, supplied by members of an
MMA Task Force.
The MMA believes that permission based mobile marketing should be seen as a separate and distinct part of mobile marketing as it occupies a unique position in that it secures and maintains
the explicit agreement of the consumer to receive communication from and engage in dialogue with the brand.
Report: Integrated marketing communications plan WeveIan Adams
Presentation: http://www.slideshare.net/adamsian3/presentation-integrated-marketing-communications-plan
In this report, an integrated communications strategy will be devised for mobile commerce based on the organisation WEVE, who are a joint venture between EE, telefonica (O2) and Vodafone, the three biggest mobile network providers in the UK.
The Future of Location Based AdvertisingBernard Leong
Delivered the presentation on 23 June 2011 at Smart Mobility Conference organized by IDA during CommunicAsia 2011 at Marina Bay Sands. We provide some recent trends in mobility, the different technologies about location based advertising, and provide some recent numbers from Chalkboard and also some metrics coming out from our campaign facilitated by Housing Development Board with Joo Chiat Complex.
A really quick review of the state of mobile marketing from the Global Head of the Mobile Marketing Association. Slapped together in 2 hours to manage your expectations.
The mobile channel offers an exciting opportunity for marketers--one that most have yet to fully embrace. One avenue to pursue is the creation of a branded mobile offering,in which the marketer creates a portal dedicated to its product, service, or brand. With constant access to each customer, branded mobile portals can build interactive relationships by identifying consumers not only in terms of personal identity, but also in terms of commercial behavior, geographic location, and social and communication patterns. The rewards for companies that capitalize on these possibilities--deeper engagement with consumers, increased brand loyalty, and enhanced customer lifetime value--are not to be missed.
The pinnacle of a brand is when it becomes an experience and in this unchartered territory one thing is for certain, the difference between mobile advertising and mobile marketing is fairly straightforward: mobile advertising happens before the click and mobile marketing happens after the click focusing on the more long-term process of driving value from mobile customers. However, knowing and doing are two different things.
Customers are becoming increasingly mobile, and, as a result,
the customer journey is in need of an overhaul. In May 2014,
mobile platforms accounted for 60% of total digital media time
spent.
1
Mobile spending is correspondingly increasing to match
customer behavior, with mobile devices accounting for one in four
of all online purchases in November 2014.
2
Although companies
understand the importance of mobile, it is Altimeter Group’s
belief that brands both underestimate and underinvest in mobile’s
promise. In our latest research into the evolving landscape of
digital transformation and the digital customer experience, we
learned that an understood and unified mobile strategy remains
largely elusive to many executives and strategists.
The Inevitability of a Mobile Only Customer ExperienceEric Espinosa
Mon précieux... diront certains annonceurs. Longtemps perçu comme second écran, le mobile joue du coude et s’empare à vitesse grand V du statut de premier écran chez la majorité des consommateurs connectés. Cette prise de pouvoir exige une adaptation par les marques de leurs expériences consommateurs. Un nouveau rapport de l’Altimeter Group indique la marche à suivre.
The Inevitability of a Mobile-Only Customer ExperienceBrian Solis
Brian Solis and Jaimy Szymanski published new research to show how companies need to think Mobile-first and Mobile-only.
Customers are becoming increasingly mobile, and, as a result, the customer journey is in need of an overhaul. In this report, Altimeter Group focuses on how organizations can approach mobile design strategy through the lens of the evolving connected customer. Focusing on activities and outcomes with an understanding of consumer needs, objectives, and behaviors, companies are able to see past mobile as the latest “bright, shiny object.”
Following the four steps to building customer-centric mobile strategies outlined in this report, leaders can evolve mobile beyond being “just” another digital screen or channel to achieve greater business results.
2014 top mobile trends. Discover which trends are shaping what marketers will need to know in the coming months and years to take advantage of the mobile opportunity.
A must-read before finalizing your marketing plans
Are you a CMO looking to make an impact with your retail brand wherever your consumers are? Mobile is the solution for brand building, growth, and revenue. Learn how to unify brand awareness, engagement, and retention activities with a mobile campaign.
20/20 Insights: Mobile Marketing Predictions from 20 Marketing LeadersDialogTech
We asked 20 influencers - marketers, product experts, analysts, and journalists - to share their vision of the future of mobile marketing. Scroll through their predictions, then join the conversation on Twitter using the hashtag #DT2020.
The Future of Mobile Marketing: 20 Expert Predictions For 2015Invoca
In this SlideShare, you'll find 20 predictions from business people with experience in various marketing disciplines - from search advertising and content marketing to product marketing and branding. As you flip through the pages, you'll find a common theme: today's customer journey is complex.
We hope that these predictions help you get in the #mobilemindset for 2015.
Millward Brown 2015 Digital and Media PredictionsKantar
Since 2009, Millward Brown experts from around the globe have offered annual predictions for the coming year - forecasting the hottest digital and media trends and providing recommendations to help advertisers move confidently into the coming year... - See more at: http://www.millwardbrown.com/global-navigation/insights/articles-and-reports/digital-predictions/2015/2015-digital-and-media-predictions#sthash.0lE3FZhU.dpuf
Whitepaper 1st may 12 mobile marketing Kumar Gaurav
Are you stuck on Marketing?
What new to do? How to grab consumer's short attention Span? How to do out of box marketing campaigns? How to increase ROI on existing marketing spends?
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Find Greener Pastures in Mobile Marketing....
If you follow the "only traditional route" approach ... You end up with the ordinary.
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1. Mobile Marketing in the Middle East
MOBILE MARKETING IN 2013
PREDICTIONS FROM THE MMA EMEA BOARD OF DIRECTORS
2. FOREWARD
There is never a shortage of people and Our Board members are people at the
companies making predictions about what’s forefront of mobile marketing today and
to come in the year ahead so what makes their insights here are not based on
this set any different? Well, it’s the people speculation, but real knowledge about what
making the predictions.
is happening to make mobile an indispensible
part of the marketing mix.
The EMEA Board of Directors is made up of
industry leaders operating businesses across As ever we welcome your thoughts and
the whole region and it includes feedback.
representatives from Operators, Technology
Enablers, Publishers, Agencies and Brands.
Paul Berney
CMO & MD EMEA
Mobile Marketing Association
3. “For the first time since the advent of mobile
advertising and marketing we are seeing significant
budgets being put behind mobile from leading
global brands on a global and regional level. The
aim of some of them is to reach 7-10% of total
media spend by the end of 2013. We have also
seen a growing need for fully integrated mobile
campaigns and agencies are actually officially
adding mobile to the plans that they present to
their clients at this time of the year for the year
ahead.
“It has finally become clear to agencies that
clients will no longer be interested in working
with them if they do not come up with innovative,
mobile proposals for their clients’ money for
2013. We have heard this in the past – but this
time it is really happening. I see it everyday from
New York to Beijing.”
Kerstin Trikalitis
Chair MMA EMEA
Co-founder & CEO
Out There Media
4. “The battle for customers within the FMCG
and retail segment will increasingly shift to
mobile as part of the integrated mix,
leveraging its unique contextual information
(e.g. location) to reach consumers on the
move.
There are two main drivers of this. Firstly,
the smartphone and tablet revolution, which
allows us to reinvent rich, interactive
relationships over mobile and secondly, the
rise of mobile payments, which allows
brands to interact at the point of purchase
and start closing the loop from offer to
redemption.”
Adhish Kulkarni
Senior Vice President, Products & Marketing
Lumata
5. “2013 will be a year of realisation as
companies start to accept that apps are not
always the best way to build relationships with
consumers. Mobile-optimised websites are
often better as they also allow for interaction
and engagement while ensuring a high quality
of user experience. In addition, they are more
cost-effectively structured and work across
(virtually) all devices and platforms without
requiring a chunky download.
“As more brands and agencies start to
recognise the positives of this approach, we’ll
see a shift in mobile strategy and less focus on
apps as a result.”
Alex Meisl
Chairman & Co-founder
Sponge
6. “The concept of the “app store” will accelerate
in 2013. We will see an increasing number of
white label app stores cropping up either
branded by companies who are not actively
involved in the mobile or telco space or even
perhaps, unbranded.
With a growing number of these proxy stores, I
expect that we will also start to see targeted
vertical offerings such as app stores aimed at,
for example, the finance, the pharmaceutical or
the automotive industry.
In addition, I think it will become easier for
consumers to build and launch their own
applications at a minimal cost using DIY app
tools – consumer-friendly SDKs, if you will.
Both these efforts will eventually help mobile
advertising industry accelerate and catch
marketers eyeballs finally.”
Arda Kertmelioglu
Co-founder & VP/Marketing
Mobilera
7. “I expect 2013 to be the year of mobile for
retail as opportunities increase for the channel
to help grow retailers’ bottom line.
“The mobile channel is ideally placed to drive
foot traffic into bricks and mortar stores. Push
marketing notifications – that were once
limited to SMS – now offer significant
opportunities for retailers to target consumers
using location-based offerings and it is these
that offer the biggest sales opportunities for
the industry.
“Ultimately, retail strategies must become
integrated. And, it shouldn’t stop with push
marketing. In the long term, payments via
mobile will also have a significant impact on the
industry.”
Benoît Corbin
President
Mobile Marketing Association France
8. “2013 will be the year advertisers
take their campaigns to the next level
with audience targeting. Mobile is the
only medium that allows advertisers
to combine interest data, social data,
demographic data and most
important of all, location data.
Whether a brand wants to target a
fairly broad audience like mums, or a
more refined audience like IT decision
makers, no channel allows them to do
so more accurately than mobile.”
Gavin Stirrat
Managing Director, EMEA
Millennial Media
9. “Use of mobile to drive direct marketing
campaigns will accelerate as consumers and
marketers alike realise the benefits of
responding immediately to a call to action. To
make the most of this, businesses will make
increasing use of personalisation techniques
and analytics to better engage with their
audience and drive consumer response
ratios.
“In addition, tablets will become the
preferred medium for mobile advertising as
these are not impacted by the limitations of
screen size associated with a traditional
mobile device (and the budget restrictions
that can result from this). As a result, we’ll
start to see growth in agency expertise
associated with tablets and creative ad
formats developed specifically for them.”
Jay Patel
Managing Director
IMImobile
10. “2013 will see the industry finally unlock the
potential of mobile as a scalable marketing
and commerce channel for advertisers. Apps
and emerging technological innovations are
shaping how brands can deploy a seamlessly
connected and measurable experience to
consumers across device platforms.
“With mobile, we are meeting consumers at
different touch points throughout their day
and we are enabling advertisers to create
content that is contextual to the device,
behaviour and location. Microsoft Advertising
is excited at the opportunity created with
Windows 8, particularly the mobility
component through Windows Phone 8 and
devices like Surface.”
Mandeep Mason
Director of Mobile Advertising, International
Microsoft
11. “I expect to see more and more peer-to-peer
communication apps emerge and their usage
extended as consumers expect to be able to
contact friends and colleagues whenever and
wherever they choose.
“In addition, HTML 5 and rich media will
become increasingly important for
organisations as they look to disseminate a
growing volume of content via mobile. This
must be created without detracting from the
user experience so companies will need to be
increasingly innovative with their programming
skills to ensure that consumers continue to
associate known brands with the content
delivered via mobile as well as with that
delivered via ‘traditional’ channels.”
Melis Ertem
Consumer Product Marketing Director
Turkcell
12. “In 2013 I expect we will see more
consolidation in the mobile advertising
industry, the pace of start-up acquisitions
will increase and joint ventures will become
more common. Watch out for the huge rise
in Asian mobile ad spend as global brands
use this channel as a key marketing tool to
create impact and breakthrough in growth
markets”
“The mobile messaging trend will take off
with the aggregation of multiple services
and simplified apps making the experience
ubiquitous. Brands will more and more be
looking to engage with consumers through
the phenomenon of ‘sharing’ experiences
via mobile.”
Nick Wiggin
Head of Advertising, Global
Huawei
13. “Marketers are unlocking the potential of
mobile advertising by pursuing rich media and
creating more engaging, immersive experiences
on mobile. The personal nature of smartphones
and the multimedia content and features of
rich media and HTML 5 allow marketers to
engage viewers at scale, in an
unparalleled manner. In 2013 we will see an
increase in cohesive cross channel
campaigns across mobile devices and other
types of media. Successful campaigns no longer
deliver the same message or ad already running
on TV, on mobile; for marketers to succeed
cross-media campaigns incorporating mobile
will deliver high impact, targeted campaigns.”
Rob Jonas
VP & MD EMEA & Global Business Operations
InMobi
14. “I see advertising evolving from a ‘dark art to
a clinical science’; the decisions made are no
longer subjective or creative, based on
historic spend allocation, but are rather
considered and logical decisions based on
data around consumer habits and
preferences. It is mobile that will sit at the
heart of this change next year.
“Whereas most forms of media are restricted
by screen size, form factor etc, mobile is
versatile and sits squarely at the centre of the
‘screen family’. As a result, I expect it to
become the first channel to be considered
rather than the last – I would even go as far
as to speculate that it will likely overtake
commercial radio ad spend in the UK in
2013.”
Shaun Gregory
Director of Advertising
Telefonica
15. “There’s going to be a lot of focus on location-based
strategies next year and with that, companies are
going to realise very quickly that there is a need to
invest in the right mobile infrastructure in order to
make all that location can do ROI-positive. Location-
based services depend on a huge amount of
information to enable interaction with lots of people,
but delivering locally relevant content depends on a
good (content) management systems. Without it,
hyper-local and hyper-sensitive targeting becomes
almost impossible.
“Finding the right balance of local insights, universal
brand truths, consumer value (and customer value) is
not going to be easy. But ultimately we believe that
when coupled with mobile payments, the location
capabilities of a mobile device/network can enable
our vision of a world where people can walk in
holding their phone to walk out with their phone
and a Coke.”
Kim Siler
Mobile Brand Strategy, Global Interactive Marketing
The Coca-Cola Company
16. “At the start of 2012 we asked our members
what they saw as the future of mobile
marketing – they rated content and
applications as key followed by couponing,
display, video and location in that order and
we have definitely seen brands considering all
of these over the last twelve months.
“Successful campaigns will drive a significant
uplift in spend, however, these will depend on
a solid understanding of how to integrate
mobile into the wider marketing mix without
diluting the existing brand identity. How will
this happen? Through education – a focus I
expect to see elevated across the
marketing industry in 2013.”
Cristina Recuero
Head of Mobile Marketing, Vivaki Spain
Vivaki Comunications
17. “Turkey is a global leader for mobile
marketing and really drives innovation on the
iOS and Android platforms in particular. As a
result, I expect to see a large number of
areas evolve next year including mobile
search and mobile research.
“Gamification should be a particularly
interesting area to watch as edutainment –
educational entertainment – has really taken
off as a result of the proliferation of mobile
devices. Mobile finance, including mobile
banking and mobile wallets, is also seeing a
real spike with usage increasing from
anywhere between 68 per cent to 292 per
cent from 2011 and 2012 depending on the
tool being used.”
Firat Ertem
Chairman, Mobile Marketing Association Turkey
Rabarba Iletisim
18. “The biggest change will be the volume of
investment in mobile by brands as the channel is
now recognised as a strategic element of any
campaign; it is no longer merely an add-on. The
challenge with this will be understanding how to
invest due to the number of different activities and
goals that can be addressed via mobile.
“Rich media will play a significant role as it will
enable brands to provide high quality mobile-
optimised content that quickly engages the
consumer. For big name household brands with
multiple product lines, this is a particularly
important consideration as it isn’t always viable to
develop a mobile-optimised landing page for every
product available. Rich media platforms provide
the tools to bridge the gap for consumers and
engage within the confines of an agreed budget.”
Steffen Krabbenhøft
Mobile Director
Mediacom
19. “With mobile becoming a most valuable
real estate in the battle for consumer
eye balls and share of wallet, CMOs have
to embrace the Mobile Screen as an
integral part of their business model
rather than simply another marketing
channel. 2013 will be the year where
CMOs will turn mobile into a strategy!”
Mark Wächter
Mobile Strategy Consultant
MWC.mobi
20. I expect and hope for big transitions
in the way that brands view mobile in
2013:
From Why to How?
From Mobile to Mobility.
From Technology to Behaviour.
From Bolt-on to Mobile First.
From Digital to Physical.
It is the final point which is the most
significant not just because of the
importance of retail but also the
unprecedented opportunity for
contextually led engagement that it
brings.
Daniel Rosen
CEO EMEA
Joule
21. “2013 will be the year that
having a mobile presence of
some sort will become
essential for every major brand
worldwide as the realisation
grows that nothing gets you
closer to your customers than
mobile”
Paul Berney
CMO MD EMEA
Mobile Marketing Association