The Neo-Age of Mobile

Share this content:

Chief mobile strategists look beyond the typical location-based campaign and share how marketers can prompt customers to discover, engage, and purchase on devices.

There are new rules to the mobile marketing game.
There are new rules to the mobile marketing game.

Mobile marketing is changing—fast. For most consumers, mobile's on-the-go use has rapidly evolved into an everyday, at-home necessity. And marketers need to not only recognize this change, but also figure out how this evolution affects their mobile messages, and of course, their relationships with customers, who often multitask on multiple screens.

This changing landscape has even the savviest marketers revamping their mobile strategies. And a piercing discussion reflected this movement at Neo@Ogilvy's annual mobile event, Mobile…WTF?—an acronym for what the facts. In an effort to advance the conversation beyond sheer size of mobile and into how marketers can leverage it, panelists, ranging from chief mobile strategists at Facebook to progressive app developers at Bottle Rocket, weighed in on a range of topics. Here are some of the highlights from this year's event in New York.

Building a strategy

“Don't just design a blanket campaign; figure out what makes sense for mobile.”— Dan Silver, director of marketing, xAd, @DanjSilver

“Step back and look at your audience's persona. Then use mobile to enable that campaign.”— Drew Breunig, VP of strategy, PlaceIQ, @DBreunig

“Remember, mobile is not just another channel or touchpoint. It plays a role in the transformation of how to do business.”—Julie Ask, VP and principal analyst, Forrester, @JulieAsk

Setting goals

“It's not about the taps or clicks that you get [on a mobile ad]. It's about the relevant, insightful clicks that you get. [Marketers] want engagement from people who truly want receive their messages.”—Karin Wurm, mobile engagement manager, Bottle Rocket, @KarinWurm

"Marketers should know that mobile moments are everywhere. They encourage impulse buying, guided sales, and product use."—Julie Ask

"At the end the day, [brands] are not trying to sell clicks. They're trying to sell outcomes. Remember that." Dan Chapsky, ads data scientist & researcher, Facebook

Executing a mobile plan

"Forget screen size. Think more about the effectiveness of campaigns to provide customer value."—Nick Jordan, SVP of product & strategy, Tapad, @Nick_Jordan

“Extend mobile throughout your customer journey. Choose the right mobile moments for that journey. And always, always keep innovating along the way.”—Julie Ask

"Mobile messaging is all about the right message, with the right context at the right time."—Paul Gelb, head of marketplace development, Twitter, @PaulGelb

"Mobile has changed the expectations of customers. Be immediate, simple, and contextual." —Julie Ask

DMNotes is DMN's around-the-clock blog. Yes, a blog in 2016.

Bookmark this section and follow our RSS Feed here

Loading links....

Sign up to our newsletters

Company of the Week

Since 1985, Melissa Data has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa Data offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

DMN's Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here