We‘ve recently been inundated with information on how best to market on mobile devices, and we’re still hungry to learn more, which is why members of our team will be attending the Mobile Marketing Association’s 2014 SM2 Innovation Summit. To get the scoop of what to expect at the summit, we spoke with Sheryl Daija, the Chief Strategy Officer of MMA Global, to ask her about the top five things marketers should keep in mind when they go–from how to develop a mobile strategy to trends to keep on your radar for 2015. If you’d like to attend the summit, MMA is offering a 25 percent discount on SM2 Innovation Summit tickets for AdLibbing readers with code Adreader_SM214. We hope to see you there!
Ad Council: Can you talk about “the mobile mindset” or what social marketers should keep in mind about mobile users when developing a mobile strategy?
Sheryl Daija: As a marketing channel, mobile has a direct and very personal one-to-one engagement with consumers – in fact it is the closest you can get. Not only is it the voice of a new generation, it provides for connections between developed and developing countries like nothing that has come before. It therefore has the power to change the global landscape as we saw with “Arab Spring” as well as the immediacy of donations flowing into relief organization in the wake of natural disasters.
AC: What do you see as the top three mobile trends social marketers should have on their radar for 2015?
SD: Here are my top three:
- Your credit card: mobile is the only channel that acts as a credit card for immediate payments (when fundraising or other).
- Personal, pervasive, proximity: leverage mobile’s power in that it’s personal – (one or more phones per person); pervasive – (it’s with you all day, from first thing in morning till last thing at night and at every opportunity for content, utility and transaction all day); and proximity (it’s always with you and marketers can use location as a predictor of human behavior.
- Content is at the heart: give consumers unique, shareable and first access content that create a desired and immersive set of interactions that put the consumer at the center of the brand story.
AC: Is there a brand who you think really get it in terms of mobile strategy and execution? Which one and why?
SD: There are a number of leading brands that are doing some really great stuff. Dunkin’ Donuts is one example of a brand that has really use mobile to transform the way they engage their consumers on a daily basis. Their loyalty program all driven on mobile has been particularly successful. Additionally, Ford has used mobile to transform how consumer search for, build and buy cars. Additionally they are innovating with how the connected car continues the experience consumers have with their brand.
AC: What does it mean to make mobile your first screen in a marketing strategy?
SD: It’s important for brands to really understand consumer habits and then to build a strategy against these habits and their core marketing objectives. Making mobile the first screen means that you are recognizing that consumer media consumption has shifted and people are simply spending more time on their mobile devices, whether it be a phone to tablet. If you acknowledge this, then it is about building a marketing strategy where you leverage mobile as a powerful standalone platform and as the channel that connects and enhances all your other media and marketing efforts.
AC: With the MMA Innovation Summit fast approaching, what key take-aways do you expect or hope participants to leave with?
SD: Our goal for the SM2 Innovation Summit is show marketers how mobile is driving the innovation of marketing and changing the way they deliver a brand experience deliver to their consumers. Not only do we intend to inspire our attendees with what’s possible, we will give them very tangible strategies that they can start to employ in their own businesses.