inmobi webinar: 2014 - moving mobile to the center

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2014: MOVING MOBILE TO THE CENTER Impacting Every Stage of Consumer Engagement

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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

Page 1: InMobi Webinar: 2014 - Moving Mobile to the Center

2014: MOVING MOBILE TO THE CENTER Impacting Every Stage of Consumer Engagement

Page 2: InMobi Webinar: 2014 - Moving Mobile to the Center

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.

Page 3: InMobi Webinar: 2014 - Moving Mobile to the Center

Making Leaders Successful

Every Day

Page 4: InMobi Webinar: 2014 - Moving Mobile to the Center

Mobile Advertising Must Break Free

From The Desktop

Jennifer Wise, Analyst

December 9, 2013

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© 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

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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 approach

› Key takeaways

Page 7: InMobi Webinar: 2014 - Moving Mobile to the Center

Today’s customer loves their devices

Page 8: InMobi Webinar: 2014 - Moving Mobile to the Center

© 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

Page 9: InMobi Webinar: 2014 - Moving Mobile to the Center

© 2013 Forrester Research, Inc. Reproduction Prohibited 9

Source: NBC News and The Associated Press (http://photoblog.nbcnews.com)

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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

Page 11: InMobi Webinar: 2014 - Moving Mobile to the Center

© 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

Page 12: InMobi Webinar: 2014 - Moving Mobile to the Center

Mobile advertising today doesn’t meet the

customer’s demands

Page 13: InMobi Webinar: 2014 - Moving Mobile to the Center

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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

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© 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

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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

Page 16: InMobi Webinar: 2014 - Moving Mobile to the Center

How do you reach this perpetually connected,

demanding customer with mobile advertising?

Page 17: InMobi Webinar: 2014 - Moving Mobile to the Center

Mobile advertising must evolve into its own, special type of paid media

Page 18: InMobi Webinar: 2014 - Moving Mobile to the Center

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Marketers must strike the right balance

Mobile-unique content Contextual messaging

Page 19: InMobi Webinar: 2014 - Moving Mobile to the Center

Step 1: Create mobile-first advertising

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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

Page 21: InMobi Webinar: 2014 - Moving Mobile to the Center

Step 2: Leverage contextual data

Page 22: InMobi Webinar: 2014 - Moving Mobile to the Center

Forrester defines context as

“the sum total of what your customer has told

you and is experiencing at their moment of

engagement.”

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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

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Who is your customer?

› Gender

› Age

› Country

› Language

› Interests

Target personas

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© 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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© 2013 Forrester Research, Inc. Reproduction Prohibited 28

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

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© 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.

Page 30: InMobi Webinar: 2014 - Moving Mobile to the Center

Thank you Jennifer Wise

[email protected]

@JenniferWise