MMA to provide hub for all things mobile at 2014 Cannes Lions

CL-LOGO-AZURAs a proud sponsor of the 61st Cannes Lions International Festival of Creativity, the MMA will once again be located squarely in the middle of the action. The Mobile Center of Innovation, located on the Parvis in front of the Palais de Festival, will host the Gallery of Mobile Awards — essential viewing for all global marketers.

All attendees are welcome to visit the Mobile Center of Innovation throughout the week.

Don’t ‘Mad Men’ your approach to mobile

Geoff Morley

Geoff Morley, VP of Partnerships, IMImobile

I was reading Mary Meeker’s latest treasure trove of stats and research last week and, as with previous years, there was a slide that appears in many analysts’ overview of media spend. It was a slide that compared the time people spend within a media channel to the amount of media budget allocated to that channel. As ever, mobile was under-indexing with 20% of time being spent ‘in’ mobile media compared to the channel gaining 4% of ad spend.

But is this a fair or even useful way of understanding the progress and potential of mobile as the marketer’s weapon of choice? I think it’s an out-dated measurement that fails to understand the use of mobile as a platform to enable deeper engagement with ALL media channels.

Those of us obsessed with Mad Men and the world of Sterling Cooper are regularly reminded of the days when media was static. There was no talk of integration, through-the line, omni-channel or second-screening. Due to the singular nature of our behaviour in such times it made perfect sense to split one’s media budget according to the time we spent indulging our selves in a singular channel. When we watched TV, we watched TV – we didn’t watch TV and comment on the show using our tablets or smartphones at the same time. When we stared up at a billboard, we looked at the billboard – we didn’t capture the billboards’ QR code and get linked through to a website, text into a shortcode and receive an automated callback or take a picture of the image and share it on Facebook, perhaps completely undermining the original intention of the ad.

Does that sound like behaviour of a singular nature to you? Does it sound like we are completely immersed in one media channel at any one time? It doesn’t sound like that to me. And if it doesn’t sound like that to you either then why are we judging the importance and progress of mobile in this way?

Of course the fact that the media industry has not yet found a satisfactory way to evaluate mobile is of no consequence to the wider world. We’ve been using our phones to send our most valued communications, capture the world around us, plot a route to our next destination, find out who is offering what in the near vicinity, shop, learn, and entertain ourselves for years now. We know exactly what we use our phone for and we use it to enable and empower ourselves. The media industry could be asking us to use it to make magazine ads and direct mail we read shoppable, radio & TV ads we watch and listen to interactive, billboards we see as a gateway to the web and yet perilously few brands and agencies seem to execute these options.

Why? Because, I believe, too many in our industry still segment their organisations and budgets according to a ‘per channel’ approach. That’s not the world consumers live in so why measure our own impact in that way? Some of the best use of ‘mobile’ occurs when this unique technology serves as a platform to better enable less dynamic channels to realise their own optimal impact. In doing so, our media serves the multi-dimensional, multi-faceted behaviour we know is taking place.

Let’s then stop thinking of ‘mobile’ as a channel, base our creative ideation and media plans in the realisation that ‘mobile’ is a platform, and start allocating budget and attributing success accordingly; for when it comes to attributing performance, what price engagement? How important is the channel compared to the click, the like, the response and the purchase that ultimately matter.

At IMImobile we’re always discussing this issue with our clients, partners and colleagues. We’d be delighted to discuss how your business could widen its own remit when it comes to its use of ‘mobile’, email me today at geoff.morley@imimobile.com.

Written by
Geoff Morley
VP Partnerships at IMImobile

Why Mobile App Management Matters To Marketers

peggy anne salz[4]

Peggy Anne Salz, founder of MobileGroove

Marketers have long recognized that mobile — because it is location-specific, contextual, timely and immediate ­— is supremely well suited to deliver brand messages. Mobile has therefore become a channel where consumers are accustomed to, and even demand, personal, two-way communications.

At the same time, we are witnessing an avalanche in the number of mobile apps triggered by unprecedented growth in smartphone adoption and usage globally and the rapid uptake of tablets, devices pegged to outpace PC shipments by the end of the year. U.K.-based boutique mobile telecoms analyst firm Portio Research, for example, estimates the number of annual app downloads will top 200 billion in 2017, up from 82 billion in 2013. Gartner is even more bullish. It expects app downloads will soar to 269 billion in 2017, up from 102 billion in 2013.

While all app categories report significant growth, market reports from app analytics company Flurry reveal that growth in leading app categories such as Games and Entertainment is cooling down while demand in new and niche app categories (such Education, Fitness/Wellness and Productivity) is heating up.

Connect the dots, and people have become aware they can do more with mobile apps than play games or consume entertainment content. While Games will no doubt continue to be an important app category, the advance of utility apps, released by companies eager to be ‘the brand in the hand’ of their customers, will have a seismic impact on the apps consumers use and the user experience they expect — even demand.

Add to this the fact that 80% of mobile users’ time is spent on mobile apps and it is difficult to find a more compelling case for marketers across all verticals — not just consumer-facing brands — to use apps to connect with people across the entire customer lifecycle. Continue reading

MMA & mCordis Educational Partnership Announced

Paul Berney grey

Paul Berney, Co-founder & CEO EMEA mCordis

The MMA UK is delighted to announce a mobile marketing educational programming partnership with mCordis, a leader in professional mobile marketing education services.   Through this marketing the MMA and mCordis will deliver professional mobile marketing educational programming, including a professional award in mobile marketing and certificate in mobile marketing as well as a range mobile marketing workshops, seminars and supplementary learning materials.

The core of the educational programming, the Professional Award in Mobile marketing and Mobile Marketing and Mobile Marketer Certificate, are believed to be the first fully accredited professional qualifications in mobile marketing anywhere in the world. The accreditation comes from The Institute of Direct & Digital Marketing (The IDM) in the UK and meets THE IDM’s stringent, industry recognised, content and teaching method requirements and methods.

Both the Professional Award in Mobile Marketing and Certified Mobile Marketer are designed for professionals in the marketing industry to: Become a practioner in mobile marketing, Be able to create a strategy for mobile marketing and execute against that in their company, Receive professionally recognised qualifications. These programs will supersede the MMA’s Certified Mobile Marketer assessment test and designation, which was originally released in 2008. Continue reading