How retailers can use mobile data to help drive shopping behaviour

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Warren Mills , Client Partner: Entertainment, Media, Retail & Technology at Telefonica

As an industry, we’re increasingly understanding the critical role mobile plays at at each stage of the consumer journey. While these journeys will undoubtedly change and fragment, the role of mobile is here to stay as mobile data plays an ever-important role in how we identify, target and measure retail behaviours.

Historically, we’ve always treated the retail journey as a linear process, with the key aim to move the customer through the funnel: building awareness, driving consideration and intent and, ultimately, encouraging purchase. The importance of loyalty and advocacy were only considered once the customer had been acquired, rather than considered as an integral part of an evolving process. Continue reading

Hyper-Personalised Conversational Mobile Advertising with Chatbots

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Christophe Collet, CEO at S4M

Today mobile users are spending more and more time in few daily apps and it’s clear that messaging apps continue to dominate mobile usage. Certain activities are now completely done in apps. For example instant messaging and communication apps dominate 94% of user’s time spent in this activity. This presents a huge opportunity for brands to leverage messaging platforms and engage with consumers directly from mobile advertising campaigns.

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The importance of open sourcing software to keep apace in an ever changing digital landscape

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Jason Cooper, General Manager, Mobile at Integral Ad Science

Mobile is projected to represent nearly 80% of digital ad spending by 2020 and over 40% of consumers check their phones within the first five minutes of waking up in the morning. The average 18- to 24-year-old will do so a further 81 times over the course of the day. Mobile devices have become central to our lives, affecting how we interact with the world around us. Continue reading

Smart Data: How the industry is starting to evolve and adopt better data strategies

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Zee Ahmad, Director of Programmatic at Axonix

Identifying audiences, gaining actionable insights based on their interactions with advertising is of course a key focus across the industry.

Data is a key instrument in how we go about achieving this. It also binds together other areas such creativity, video and also metrics such as Viewability. For example as important as it is for ads to be viewable, is it not just as important to ensure that the right people are viewing the right ads? Continue reading

Lessons From Barcelona: A Data-Eye View for Marketers

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Christophe Bize, vice-president of data & mobile analytics at Ogury

Love it or hate it, Mobile World Congress (MWC) never fails to turn heads in the marketing world. This year was no exception.

 

Despite a look back – in the form of Nokia’s nostalgic 3310 re-launch – stealing the show early on, the main headlines were all about looking forward. From IoT, VR and AI to driverless cars and 5G, marketers’ appetites were whetted by a future filled with endless new opportunities to turbocharge consumer engagement. Continue reading

An Evolving Mobile Landscape at MWC

Pratick Thakrar, MD Inspired Mobile

Pratick Thakrar, MD Inspired Mobile

With attendees growing year on year, MWC is now THE event on the mobile calendar. I only wish Scotty had the transporter working to get me between Hall 1 and 8!

New handset launches, features and operator announcements took the limelight; but this year, we saw new acronyms of the digital world come to the forefront, namely AI/IoT/VR/CH (Connected Homes). Continue reading

AI, VR and AR. The trilogy at MWC

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Stephen Upstone, CEO & Founder of LoopMe Media

Another Mobile World Congress has come and gone, with over 2000 exhibitors and over 108,000 attendees. This year I found that attention had moved away from the topic of connected devices and to the trilogy of AI, VR and AR.

While virtual reality headsets completely take over your vision to give you the impression that you’re somewhere else, augmented reality adds to your current vision, projecting info on top of what the consumer is already seeing. Continue reading