2015 MMA London Forum: Mobile Acceleration

Ian Georgeson 07921 567360 Johnston Press- Chris Babayode, Group

Chris Babayode, Managing Director, MMA EMEA

This year’s MMA London Forum will focus on Mobile Acceleration and showcase brands and experts who will share first hand accounts on how mobile has played an innovative role in the brand or customer experience, in product development, and in advertising market effectiveness to transform and drive growth in their businesses.

Attendees to this year’s Forum will gain insights from marketers in retail, travel, finance, telecoms and learn how they are transforming their marketing campaigns and businesses through mobile with key takeaways to help improve your mobile capability. There’s also a glimpse into the future along with some key learning’s from a disruptor company forging a whole new sector with mobile at the heart of its business. And if you want to know how a London based product development studio built it’s business and success using mobile and gaming and the implications for brands and agencies then there’s a special session on innovation.

Selected sessions include:

  • To become a mobile business marketers must embrace change, and not just in the marketing department but throughout the business. Digital transformations demand learning, recruiting, and restructuring. McDonald’s will share key insights on how to re-learn marketing not just reach, but content & context and talk about taking business mobile like you’ve never seen before.
  • For ustwo, the creators of the award winning game Monument Valley the road to success has been everything but traditional. Gather insights into the impact that creative product development studios will have on brands and what will be needed in order to produce the kind of world class software and platforms that consumers will expect.

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Brands must get personal or lose out!


Hesham Al-Jehani, Senior Product Manager, ExactTarget

In a recently published ExactTarget report on Mobile Behaviour it was discovered that over 85% of phone users considered the mobile phone as central to their daily lives. For many of us this comes as little surprise as the small screen has become the fixation of our eyeballs over most other things including, and sad though it may seem, our loved ones. Numerous measures back the notion of mobile’s ascendance as the hub of our personal and digital lives – our online experience is fast shifting to a mobile first and for many a mobile exclusive phenomenon.

The relentless growth in smartphone adoption has ramifications for brands and marketeers who don’t properly adapt their multi channel strategy as it would seem we are reaching an inflexion point that is positively changing attitudes towards mobile. Some may read this with a hint of cautious optimism but there is no doubt that the debate has noticeably shifted from ‘if’ to ‘how’ to use mobile as an effective marketing and communication channel. Brands and businesses that do not adopt a mobile strategy will lose out in the long term and those that want to exploit the mobile opportunity need to fully grasp the unique characteristics that makes this channel exciting, cool, fun and above all personal.

The mobile phone is unlike any other digital device. It is one of the most personal artifacts carried around together with house keys, wallets and purses. So when you engage through mobile remember you’ve probably received express permission to do so and it should be the start of an intimate and fruitful relationship. Like any relationship in life it takes two to tango and the closer you are to someone the more you know about his or her likes and dislikes, habits, idiosyncrasies, secrets and desires. You can even predict how they will behave or react in certain situations. And this closeness assumes a high degree of trust and subsequent loyalty, which should be nurtured and strengthened. Abuse that trust at your peril – engaging through mobile is not a licence to spam nor send irrelevant content.

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