inmobi webinar: 2014 - moving mobile to the center
DESCRIPTION
Get ready for 2014! Learn from our guest Forrester analyst Jennifer Wise how marketers are preparing to engage a more mature mobile consumer. Jennifer will present Forrester’s view on the future of mobile advertising and discuss the challenges surrounding creative and ROI. Stephanie will leverage her 18 years in interactive advertising with insights into how mobile impacts every stage of consumer engagement.TRANSCRIPT
2014: MOVING MOBILE TO THE CENTER Impacting Every Stage of Consumer Engagement
INTRODUCTIONS
Moderator: Rick Jones, Head of Marketing North America
Stephanie Sarofian, Executive Director Brand & Agency Partnerships,
InMobi Stephanie Sarofian heads InMobi’s new Mobile First: Data and Audience Strategy
Group, a New York-based strategic team that is spearheading brand and agency
partnerships as InMobi accelerates its North American expansion. Prior to InMobi,
Stephanie was SVP/Global Managing Director at Digitas where she founded the Digital
Content New Front, an annual marketspace dedicated to digital media programming and
trading. Stephanie was recently named to Business Insider’s “30 Most Powerful Women
in Advertising.”
Jennifer Wise, Analyst, Forrester Research Jenny is an analyst serving Marketing Leadership Professionals. Her research
focuses on emerging marketing tactics, with a primary emphasis on mobile devices,
tablets, and gamification. Her research examines the consumer adoption and usage
of devices and features, and the organizational maturity technologies, and
frameworks required for marketers to successfully deploy these tactics in service of
their marketing strategies.
Making Leaders Successful
Every Day
Mobile Advertising Must Break Free
From The Desktop
Jennifer Wise, Analyst
December 9, 2013
© 2013 Forrester Research, Inc. Reproduction Prohibited 5
Agenda
› Customer are increasingly mobile
› Mobile advertising is not reaching it’s full potential today
› Marketers need to craft a mobile-first, contextually-based strategy
› Key takeaways
© 2013 Forrester Research, Inc. Reproduction Prohibited 6
Agenda
› Customer are increasingly mobile
› Mobile advertising is not reaching it’s full potential today
› Marketers need to craft a mobile-first, contextually-based approach
› Key takeaways
Today’s customer loves their devices
© 2013 Forrester Research, Inc. Reproduction Prohibited 8
Image source: APG (http://apcmag.com); Lakeshore branding (http://www.lakeshorebranding.com)
And spend a lot of time on them
© 2013 Forrester Research, Inc. Reproduction Prohibited 9
Source: NBC News and The Associated Press (http://photoblog.nbcnews.com)
© 2013 Forrester Research, Inc. Reproduction Prohibited 10
A mobile mind shift has started
The expectation that any
desired information or service is
available, on any appropriate
device, in context, at your
moment of need
© 2013 Forrester Research, Inc. Reproduction Prohibited 11
Agenda
› Customer are increasingly mobile
› Mobile advertising is not reaching it’s full potential today
› Marketers need to craft a mobile-first, contextually-based strategy
› Key takeaways
Mobile advertising today doesn’t meet the
customer’s demands
© 2013 Forrester Research, Inc. Reproduction Prohibited 13
Today, mobile ads are treated as mini-desktop ads
› The short history of mobile ads
has been filled with bad
experiences
• Interruptive
• Irrelevant
• Hard to read
© 2013 Forrester Research, Inc. Reproduction Prohibited 14
The result? › Low performance
• Bad user experiences
drive down success
› Poor, misunderstood tracking
and measurement
• Mobile impacts new
phases of the customer
lifecycle
• Mobile has its own set of
unique metrics
© 2013 Forrester Research, Inc. Reproduction Prohibited 15
Agenda
› Customer are increasingly mobile
› Mobile advertising is not reaching it’s full potential today
› Marketers need to craft a mobile-first, contextually-based strategy
› Key takeaways
How do you reach this perpetually connected,
demanding customer with mobile advertising?
Mobile advertising must evolve into its own, special type of paid media
© 2013 Forrester Research, Inc. Reproduction Prohibited 18
Marketers must strike the right balance
Mobile-unique content Contextual messaging
Step 1: Create mobile-first advertising
© 2013 Forrester Research, Inc. Reproduction Prohibited 20
Mobile-first advertising requires you to:
› Think about your user’s experience
› Take advantage of mobile-unique functionality
› Create content that offers value to the user
Step 2: Leverage contextual data
Forrester defines context as
“the sum total of what your customer has told
you and is experiencing at their moment of
engagement.”
Context includes:
›Situation: the current location, altitude, and speed the
customer is experiencing
›Preferences: the history and personal decisions the
customer has shared with you
›Attitudes: the feelings or emotions implied by the
customer’s actions
© 2013 Forrester Research, Inc. Reproduction Prohibited 24
Who is your customer?
› Gender
› Age
› Country
› Language
› Interests
Target personas
© 2013 Forrester Research, Inc. Reproduction Prohibited 25
Master the context basics What is their situation right
now?
› GPS
› Time of day
› Current location
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Layer in intelligence What are they trying to
accomplish?
› Where in the customer journey?
› History with the brand?
› Purchase intent?
› In my store? In a competitor’s
store?
› Within 1 hour of flight? Two
days?
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Add more contextual dimensions Go further:
› Distance? Depth?
› What floor in the building?
What aisle?
› What direction is the consumer
facing?
› Light? Dark?
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Agenda
› Customer are increasingly mobile
› Mobile advertising is not reaching it’s full potential today
› Marketers need to craft a mobile-first, contextually-based strategy
› Key takeaways
© 2013 Forrester Research, Inc. Reproduction Prohibited 29
Key takeaways:
› Mobile advertising must evolve to become something
distinct from tiny versions of online display ads.
› They must become contextual, personalized, and
content-driven experiences.
› This will lead to more measurable and improved mobile
media performance.