Mobile Marketing Insights from SXSW Interactive

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In 2014, the number of smartphones in use on Earth will surpass that of all PCs.
In 2014, the number of smartphones in use on Earth will surpass that of all PCs.

What is essential to marketers' successful use of analytics? 

Big Data tools like cluster analysis enable marketers to segment prospects and customers into distinct groups, and then target them with products and services they're most likely to purchase. While the credit card industry has done this for several years, the “Moneyball approach” enables businesses of all sizes and types to leverage its power. Marketing data and the brainpower to mine it are both increasing at a tremendous rate, enabling marketers to build better profiles of their customers than ever possible. Social media data and sentiment analysis, which didn't exist a decade ago, are now powerful tools.Steve Fall (@StatsMan), CEO and founder, The Sports Resource

Some of things I think are important in delivering value in the marketing analytics ecosystem: emotion, consent, consumer collaboration, business intent, and a clear call-to-action.Asif Khan

What are today's biggest marketing analytics challenges? 

Privacy is a challenge, but to me the biggest challenge is the lack of data analysts. Simply collecting great data is useless unless you have people who can sift through it and make actionable recommendations and solutions.Asif Khan

Where the Moneyball approach falls short is with the delivery of content that builds a relationship. For example, with a captive audience and ubiquitous video boards and monitors, sports team sponsors have a great way to connect with fans. But they bombard them with advertising messages without building a relationship. By sponsoring creative content, such as branded team and player statistics, brands could engage fans—enhancing gameday experiences, and building more genuine relationships.Steve Fall

Mobile/security

Analyst Mary Meeker's May 2013 annual report on Internet trends put global smartphone penetration at 21%. Those numbers are bound to be far higher when Meeker issues her next assessment. And according to a December 2013 report by Enders Analysis, the number of smartphones in use on Earth will surpass that of all PCs being used in the first half of 2014. With the average smartphone user reaching for his or her device about 150 times per day, we asked:

What's one thing companies and customers need to understand now about the safety and security of mobile?

Mobile security issue hinges on the weakest link in the chain; for example, encryption within cloud services, encryption of data storage within the device, robust encryption keys, etc. Unless you know you're secure from end to end—and with data in motion and data at rest—you have to assume it can be compromised. –Steve Elmore

The key security concern in the app economy is consumer confidence. A number of recent events have left consumers asking questions about how safe their data is in a mobile environment. As an industry, we must answer these questions quickly and convincingly to assuage concerns. On the government side, we must address the issues with passage of [ECPA] reform legislation, which clearly outlines when law enforcement can access stored electronic communications. The support for this effort is nearly universal, with civil society organizations and industry joining together with bipartisan support in Congress.Jonathan Godfrey

In general, I would say that mobile is safe and relatively secure. But people need to realize that, short of taking the battery out of your phone, you can always be tracked. It's about how the telecom operators choose to act on, and monetize, that data.Asif Khan

People need be aware of what data is shared, especially if a brand is going to use specific data. Brands will have to manage expectations.Tammy Kahn Fennel

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