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IAB SEA | Mobile Training Intro 2014

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An interpretation on the role mobile has in our lives and the role it should play today for marketers, created for IAB South East Asia Mobile training seminar in November 2014.

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IAB SEA | Mobile Training Intro 2014

  1. 1. IAB Training Session Series IN A MOBILE WORLD MARKETING 12 NOVEMBER 2014 • ANDREW CORONEO • HEAD OF DIGITAL | MEC
  2. 2. ASIA IS THE WORLD’S ONLY ‘MOBILE FIRST’ REGION Source: Google, The Consumer Barometer Report 2014
  3. 3. ESPECIALLY IN SOUTH EAST ASIA, WHERE MORE PEOPLE ACCESS THE INTERNET VIA SMARTPHONE THAN PC. Source: Google, The Consumer Barometer Report 2014
  4. 4. MOBILE OCCUPIES THE MOST OF PEOPLE’S FRAGMENTED TIME. Source: Decisionfuel & Inmobi - “MOBILE DEVICES & MEDIA CONSUMPTION : A ‘NEW WAVE’ TAKES SHAPE” - 2014
  5. 5. YET MOBILE FOUNDATIONS ARE NOT IN PLACE FOR MANY MARKETERS Mobile Responsive Not Mobile Optimized Not Mobile Optimized Mobile Responsive Site Design Email Design
  6. 6. BUT YOU SHOULD NOT BE THINKING ABOUT YOUR ‘MOBILE STRATEGY’ ALONE…
  7. 7. MOBILE IS CRITICAL TO EVERYTHING YOU DO, IT NEEDS TO BE CENTRAL TO YOUR COMMUNICATIONS PLAN.
  8. 8. “MOBILE ISN’T JUST ANOTHER SCREEN. ITS PROXIMITY TO OUR PERSON (ALWAYS AT OUR SIDE) ENCOURAGES US TO SEE MOBILE AS AN EXTENSION OF OUR ‘SELVES’”. - CHAD WOLLEN, GLOBAL HEAD OF COMMERCIAL INNOVATION & FUTURES, VODAFONE Source: MMA UK ‘The Great Consumer’
  9. 9. Mobile occupies a unique place within our ‘inner sanctum’ Source: MMA UK ‘The Great Consumer’ “I’d rather give up, like, a kidney than my phone.” – UK Teenager
  10. 10. 150 TIMES PER DAY ON AVERAGE, CONSUMERS CHECK THEIR MOBILE DEVICES…
  11. 11. LESSENING SMARTPHONE ADDICTION, THERE IS AN APP FOR THAT… Addiction Score Ave Session No. of Unlocks
  12. 12. MOBILE NOW TRANSCENDS EVERY ASPECT OF OUR LIVES
  13. 13. PLAYING THE ROLE AS THE CONNECTOR BETWEEN THE REAL WORLD AND DIGITAL WORLD OOH PRINT TV ON GROUND IN-STORE
  14. 14. AND BECOMING THE ENABLER FOR SO MUCH MORE… PaymentSocial Wearable'sHome Drones Connectivity
  15. 15. PLACING MOBILE AT THE CORE OF YOUR COMMS STRATEGY.
  16. 16. REMEMBER… • You are operating in a mobile first region • Get the basics in place, optimize your; site, emails, content and ads • Remember Mobile is an extension of ourselves and highly personalized, you need to build trust. • Leverage mobiles full capabilities, it is a connector and enabler to so much more. • Place Mobile at the core of all your marketing activity

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