IAB Training Session Series
IN A MOBILE WORLD
MARKETING
12 NOVEMBER 2014 • ANDREW CORONEO • HEAD OF DIGITAL | MEC
ESPECIALLY IN SOUTH EAST ASIA, WHERE MORE PEOPLE
ACCESS THE INTERNET VIA SMARTPHONE THAN PC.
Source: Google, The Consumer Barometer Report 2014
MOBILE OCCUPIES THE MOST OF PEOPLE’S
FRAGMENTED TIME.
Source: Decisionfuel & Inmobi - “MOBILE DEVICES & MEDIA CONSUMPTION : A ‘NEW WAVE’ TAKES SHAPE” - 2014
YET MOBILE FOUNDATIONS ARE NOT IN PLACE
FOR MANY MARKETERS
Mobile
Responsive Not Mobile
Optimized
Not Mobile
Optimized
Mobile
Responsive
Site Design Email Design
“MOBILE ISN’T JUST ANOTHER SCREEN.
ITS PROXIMITY TO OUR PERSON (ALWAYS
AT OUR SIDE) ENCOURAGES US TO SEE
MOBILE AS AN EXTENSION OF OUR
‘SELVES’”.
- CHAD WOLLEN, GLOBAL HEAD OF COMMERCIAL
INNOVATION & FUTURES, VODAFONE
Source: MMA UK ‘The Great Consumer’
Mobile occupies a unique place within our
‘inner sanctum’
Source: MMA UK ‘The Great Consumer’
“I’d rather give
up, like, a
kidney than
my phone.” –
UK Teenager
LESSENING SMARTPHONE ADDICTION, THERE IS AN APP
FOR THAT…
Addiction Score Ave Session No. of Unlocks
PLAYING THE ROLE AS THE CONNECTOR BETWEEN
THE REAL WORLD AND DIGITAL WORLD
OOH PRINT
TV
ON GROUND IN-STORE
REMEMBER…
• You are operating in a mobile first region
• Get the basics in place, optimize your; site, emails, content and ads
• Remember Mobile is an extension of ourselves and highly personalized, you need to build trust.
• Leverage mobiles full capabilities, it is a connector and enabler to so much more.
• Place Mobile at the core of all your marketing activity