Direct Line Blog

The Neo-Age of Mobile

Share this article:

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

Share this article:
close

Next Article in Direct Line Blog

Sign up to our newsletters

Latest Jobs:


Company of the week

Data Services, Inc. meets the needs of today's data-driven marketer by providing front-end database management and data analytics platforms alongside our expertise in global contact data quality, database building and ongoing maintenance that comes with our 45+ years in business.


Find out more here »

More in Direct Line Blog

The State of B2B Marketing Automation

The State of B2B Marketing Automation

Adoption of marketing automation in B2B varies widely by industry—as does the perception of its value.

Do You Really Know What Motivates Your Customers?

Do You Really Know What Motivates Your Customers?

Direct marketing is about understanding customers enough to drive them to act; Walk the Walk is a distinctive example.

5 Trends Influencing Marketing Today and, More so, Tomorrow

5 Trends Influencing Marketing Today and, More so, ...

From marketing tools to customer behaviors, here are five developments that continue to gain steam—and what to do about them.