RELEVANCY + INSPIRATION + DATA: MEETING THE DAILY DEMANDS OF MOBILE CONSUMERS

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Ian James, General Manager International at Verve

For many, mobile devices have become a primary connection to the world — they teleport users from destination to destination throughout their day, at once utilitarian communication tools and personalized windows onto inspiring new experiences.

Today, there are two rising demographics of mobile influencers — a pair of generations that have never lived in a world without mobile. These Mobile Prodigies are born digital, growing up in a world of swiping, tapping, and scrolling. With so much to gain at their fingertips, they represent constantly evolving demands to which both advertisers and publishers must respond. Continue reading

Why & how more brands need to take a stand to become a love brand

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Beate Rosenthal, Global Brand Director Digital & Media at Merck Consumer Health

In today’s world, crowded with messages and distractions, brands need to find ever more unique ways to stand-out.

That does not just mean that brands needs to add emotional benefits to functional superiority, but they need to consider taking a stand and commit to societal topics.

Brands need to take a stand about topics, people care about

Insights based ideas that connect with consumers at a higher level are important to create brand love, but they don’t replace the need for product benefit superiority. At Merck consumer health, the world’s oldest pharmaceutical and chemical company, we are committed to the love brand idea. By the way, brand love is a scientifically proven concept with various studies showing that simply seeing their favourite brand logos caused students’ hearts to slow temporarily – literally ‘skipping a beat’. 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

A look back at Cannes Lions

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Stephen Upstone, CEO & Founder of LoopMe

MediaCannes Lions is unique in the advertising calendar. No other trade event comes close for the creativity, number or sheer quality of those in attendance.

While the creativity and artistic merit of the advertising industry is acclaimed and discussed in the Palais, the outskirts of the festival are where it becomes interesting for the technology providers. This year questions around measurement, verification and optimisation came to the fore, as brands and agencies attempt to determine the value of their advertising. Continue reading

9 things we learned about mobile at MMAF 2016

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Russell Graham, Digital Capability Director at Brand Learning 

The agenda for the Mobile Marketing Association Forum 2016 was action packed with an array of industry professionals and thought leaders, including Brand Learning, providing perspectives on the vital role of mobile in the customer experience. As the attention space of a goldfish apparently now surpasses ours, I’ve summarised our top take outs below. This may take a little longer than 8 seconds so please bear with: Continue reading