The document emphasizes the significance of mobile marketing in today's digital landscape, particularly in regions like South East Asia where mobile access surpasses PC usage. It argues that mobile should be central to all marketing communications and strategy, highlighting the need for companies to optimize their sites, emails, and content for mobile use. Additionally, it stresses the personal connection consumers have with mobile devices, positioning them as essential tools that connect the real and digital worlds.

1. IAB Training Session Series
IN A MOBILE WORLD
MARKETING
12 NOVEMBER 2014 • ANDREW CORONEO • HEAD OF DIGITAL | MEC

2. ASIA IS THE
WORLD’S
ONLY
‘MOBILE FIRST’
REGION
Source: Google, The Consumer Barometer Report 2014

3. ESPECIALLY IN SOUTH EAST ASIA, WHERE MORE PEOPLE
ACCESS THE INTERNET VIA SMARTPHONE THAN PC.
Source: Google, The Consumer Barometer Report 2014

4. MOBILE OCCUPIES THE MOST OF PEOPLE’S
FRAGMENTED TIME.
Source: Decisionfuel & Inmobi - “MOBILE DEVICES & MEDIA CONSUMPTION : A ‘NEW WAVE’ TAKES SHAPE” - 2014

5. YET MOBILE FOUNDATIONS ARE NOT IN PLACE
FOR MANY MARKETERS
Mobile
Responsive
Not Mobile
Optimized
Not Mobile
Optimized
Mobile
Responsive
Site Design Email Design

6. BUT YOU SHOULD NOT BE THINKING ABOUT
YOUR ‘MOBILE STRATEGY’ ALONE…

7. MOBILE IS CRITICAL TO EVERYTHING YOU DO, IT
NEEDS TO BE CENTRAL TO YOUR
COMMUNICATIONS PLAN.

8. “MOBILE ISN’T JUST ANOTHER SCREEN.
ITS PROXIMITY TO OUR PERSON (ALWAYS
AT OUR SIDE) ENCOURAGES US TO SEE
MOBILE AS AN EXTENSION OF OUR
‘SELVES’”.
- CHAD WOLLEN, GLOBAL HEAD OF COMMERCIAL
INNOVATION & FUTURES, VODAFONE
Source: MMA UK ‘The Great Consumer’

9. Mobile occupies a unique place within our
‘inner sanctum’
Source: MMA UK ‘The Great Consumer’
“I’d rather give
up, like, a
kidney than
my phone.” –
UK Teenager

10. 150
TIMES
PER DAY
ON AVERAGE,
CONSUMERS
CHECK THEIR
MOBILE
DEVICES…

11. LESSENING SMARTPHONE ADDICTION, THERE IS AN APP
FOR THAT…
Addiction Score Ave Session No. of Unlocks

12. MOBILE NOW TRANSCENDS EVERY ASPECT OF
OUR LIVES

13. PLAYING THE ROLE AS THE CONNECTOR BETWEEN
THE REAL WORLD AND DIGITAL WORLD
OOH PRINT
TV
ON GROUND IN-STORE

14. AND BECOMING THE ENABLER FOR SO MUCH
MORE…
PaymentSocial
Wearable'sHome
Drones
Connectivity

15. PLACING
MOBILE AT
THE CORE
OF YOUR
COMMS
STRATEGY.

16. REMEMBER…
• You are operating in a mobile first region
• Get the basics in place, optimize your; site, emails,
content and ads
• Remember Mobile is an extension of ourselves and highly
personalized, you need to build trust.
• Leverage mobiles full capabilities, it is a connector and
enabler to so much more.
• Place Mobile at the core of all your marketing activity