We asked a veritable pantheon of experts, hailing from every corner of the marketing ecosystem, to join forces and share their insights and advice on the evolving role of mobile in modern marketing (spoiler: everybody agrees it's a big deal). Get great, snackable bits of wisdom from: CEOs Brand marketers Digital consultants Journalists Tech providers

1. Top Minds in Mobile
TOPMINDS
IN MOBILE
Engagement At Every Touch Point
INSPIRING QUOTES
FROM LEADING EXPERTS IN MOBILE MARKETING

2. Top Minds in Mobile
WHO ARE THE TOP MINDS IN MOBILE?
This book contains expert advice & perspective
from thought leaders across the entire marketing
ecosystem.
Inside, you’ll hear from Brand marketers, CEOs,
Consultants, Agencies, Publishers, and tech
providers- all offering new ways to re-think your
relationship with the most versatile marketing
channel in history.

3. Top Minds in Mobile
Laura Marriott
CEO and Board Chairperson,
NeoMedia Technologies, Inc.
@kanadawomaninus
‘Mobile First’ is the rallying cry which should be on every
marketer’s lips. Mobile allows you to focus on delivering what is
important and relevant to your customer at the tip of their fingers,
and should always be the first channel of your overall marketing
strategy.
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4. Top Minds in Mobile
Caroline Lewko
CEO Wireless
Industry Partnership
@CarolineWIP
Mobile is everywhere, so work it into the
equation from the beginning. And don’t be
afraid to look beyond your own walls to gain
time and creativity from the many communities
of developers who have years of collective
experience to help you succeed.
Eduardo Henrique
Head of Global Expansion
at PlayKidsMobile allows marketers to provide a unique
and completely different experience to their
customers. It’s not only about products
anymore, now mobile allows brands to live with
their customers.
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5. Top Minds in Mobile
Jeffrey Hayzlett
C-Suite TV Host and Chairman
C-Suite Network
@JeffreyHayzlett
The phone is most the personal device created to date. You know
where your phone is more than you know where your children are.
Brands must connect to the mobile owner in a way that evokes
the trust to allow the connection and personal engagement
to build a two-way personal relationship. What remains to be
seen is if a company can create mobile handshake with a pinkie
promise and “BFF experience” for the new mobile age.
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6. Top Minds in Mobile
We’ve done the research (and spent $2 million to accomplish) for major
brands – Wal-Mart, MasterCard, Coca-Cola and AT&T- and we know for
a fact that mobile should be 10-15% of marketers’ total mix (not just
of digital, but of all media) to get the best return on overall campaign
spend. And that will rise to 15%-20% if the marketer is good at mobile
marketers, and then up to 30% of the mix in mobile as Smartphone
penetration grows. Truth is, consumers have changed their media habits,
and it’s up to marketers to realign to that consumer trend.
Greg Stuart
Global CEO
Mobile Marketing Association
@gregstuart
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7. Top Minds in Mobile
Every interaction with a consumer should be viewed in the lens of mobile
engagement, which, if implemented expertly, is vastly more important to
the customer journey than online digital. The value of mobile marketing to
brands will inevitably be more impactful than the disruption of traditional to
digital online marketing.
Matt Sechrest
CEO of Waterfall
Chairman, Board of Directors
@mattsechrest
5

8. Top Minds in Mobile
Try and think ‘mobile only’ as your marketing strategy,
that will help you really understand how powerful
mobile can be! In fact, in many markets - particularly in
emerging economies - most consumers use only mobile
for the larger part of their daily lives. In such a case, all
your eggs have to be in the mobile basket.
Dr Madan Rao
Mobile Media Author
& Consultant
@MadanRao
Jamie Turner
60SecondMarketer.com
@AskJamieTurner
If you’re not using mobile marketing to attract
new customers to your business, don’t worry
your competitors are already using it and are
getting those customers instead.
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9. Top Minds in Mobile
The mobile phone is not only a channel to reach consumers with
advertising, but also an instrument that allows consumers to engage
with advertisements that occur in the “offline” world. Inspiration can
be a fleeting moment, but thankfully a mobile phone is onhand at the
moment a consumer is inspired. This is the beginning of the beginning of
that new world.
Chris Barton
Founder and Board Director, Shazam
@bartonsurfer
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10. Top Minds in Mobile
Art Peck
President of Growth,
Innovation and Digital at Gap
Sara Hilliard
Senior Brand Manager
for Nestea
Currently, about a third of all traffic to Nestea
sites comes via a mobile device, so mobile
integration is a critical part of our overall digital
plan.
The opportunity to better monetize the huge
amount of incremental traffic coming off of
mobile devices we see as very significant, and
you will see pretty radical progress in our mobile
Web experience, and the experience delivered
to these devices.
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11. Top Minds in Mobile
Sarah Ohle
Director of Marketing Intelligence
at xAd, Inc. New York
@sarahohle
Mobile is, in many ways, the most disruptive force in media in
recent history. However, rather than this being a hurdle, marketers
have harnessed the personal and on-the-go nature of mobile to
reach their audiences in new ways. Now a marketer doesn’t just
have the opportunity to talk to consumers when they are at home
or in front of their computer.
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12. Top Minds in Mobile
Megan Clarken
Nielsen’s Executive Vice
President of Global
Products Leadership
Scott Hudler
Vice President Dunkin’ Donuts
@scotthudler
Consumers all over the globe are moving their
media consumption to tablets and smartphones.
With that has come a real interest and shift from
broadcasters to move their program content from
TV and extend it across mobile devices.
We’re increasing our spend online every year. To
keep our brand relevant, we have to engage our
consumers where they are.
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13. Top Minds in Mobile
Walt Geer
Vice President Product Strategy
at Point Roll, New York
@3rdGeers
John Caron
Chief Marketing Officer
at Linkable Networks
@jcaron2
One of the challenges with mobile is that it
is such a personal device, and impersonal
messaging—whether it is a push message, an
ad, or an offer—is not well received.
Biometric research shows that users feel
confident making a purchase within the banner
if they recognize the brand, and if the ad is on a
recognizable site.
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14. Top Minds in Mobile
Rebecca Roose
Senior Product Marketing
Manager at MyWebGrocer
@Sticky_Mommy
Nancy Gibbs
Time Magazine’s Deputy
Managing Editor
@nancygibbs
Retailers need to be where their shoppers are,
which is online and on their smart phones. If
retailers don’t have a mobile experience for those
mobile shoppers, the conversion rate is poor.
It’s hard to think of any tool, any instrument, any
object in history with which so many developed
so close a relationship so quickly as we have
with our phones.
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15. Top Minds in Mobile
Joana Van Den
Brink-Quintanilha
Author
at Forrester, London
Andrew Higgins
Digital Strategist
at Pixlee, San Francisco
@AMHigg89
Different content performs better from a
PC, tablet, or mobile. Understanding how
to best engage and convert customers from
different devices is becoming a powerful way
for brands to differentiate their marketing from
competitors’.
Brands will remain relevant, but context is be-
coming increasingly important, particularly
when it comes to mobile interactions. In fact,
privacy is all about context. Provided that their
immediate needs are addressed, consumers are
willing to exchange information for value.
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16. Top Minds in Mobile
Jason Fuentes
Head of Mobile
at RadiumOne
@FuentesJason
Chris Cheung
Product Line Manager
at Autodesk
Given the remarkable proliferation of mobile, a
marketing strategy that starts and ends at the
device affords today’s marketers the ability to
successfully connect online to offline experiences and
generate a full 360-degree view of their audiences.
Never before has this been possible at such scale,
speed, or accuracy.
The future of mobile creativity is in our youth: An
entire generation first exposed to computing in
this form.
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17. Top Minds in Mobile
Human beings are mobile and marketers must follow. To survive and thrive,
marketers must focus on putting mobile at the heart of their marketing and
customer engagement, and service people along every stage of the customer
journey. Mobile is the single medium that bridges the physical and digital
boundaries of our lives, and is the primary means for engaging people at the
moments that matter.
Looking forward, mobile will be about servicing people in what we refer to as
the ‘connected life.’ By 2020, we will have 6 to 10 connected devices in our lives.
Connected devices and the related engagements and experiences, are both the
creator and beneficiary of data. The future of marketing is all about learning to
master data and learning how to engage with people as individuals in order to
fulfill and enrich their lives while meeting the needs of your business.
Michael J. Becker
Managing Partner
mCordis
@mobiledirect
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18. Top Minds in Mobile
Marketers that put mobile first will have incredible advantages. They
will simultaneously enhance all forms of media, be more relevant to
their customers, and get unique and accurate audience information.
Mobile enables engagement at every touchpoint through a highly
personal device that truly matters to consumers.
Adam Lavine
FunMobility CEO
Founding Chair of the Mobile
Coupon Standards Committee,
Mobile Marketing Association
@adamlavine
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19. Top Minds in Mobile 16
WHAT TO LEARN MORE?
Read the free ebook for more info.
For additional information, or if you
would like to be included in the next
Top Minds in Mobile, contact us:
Funmobility.com
(855)75-MOBILE
marketing@funmobility.com