MEC @ MMA Marketing Leadership Summit 2016
The Mobile Marketing Association (MMA) held its annual Leadership Forum in New York City on May 10th and 11th, bringing together marketers from around the world to debate the theme for 2016: Winning at Mobile, Winning at Business. Marketers such as Marriott, American Express, Bank of America, Mondelēz and Johnson & Johnson took to the stage to share how they are acting on the MMA’s recommendation ‘to allocate 15%-20% of one’s total marketing budget to mobile’ and discuss what success looks like in a mobile-first world.
In this Fast Take, we review five key learnings derived from the event, along with pro tips, who/what to watch and highlights of the social buzz from the event.
Modern marketing is a value exchange:
Consumers are increasingly in control of the customer experience and expect something in return for their data. Strive to understand the mobile micromoments that govern your customer’s unique journey and focus on creating a reciprocal value exchange.
Commerce is a Conversation:
Consumers expect brands to behave more like people. Consider not only which messaging apps and social platforms will be most important to establish a conversational presence within, but also understand how this trend will affect your owned digital channels (e.g. integrating bot-powered chat functionality into websites and mobile apps.)
Data is a Force for Creative Good:
Use what you know about your consumers not just to find them, but to inspire them with content that packs a more positive punch. For example, if your demographic loves Snapchat, don’t just advertise on Snapchat—use this insight to create ad experiences in other places that capture their attention with the same highly familiar and engaging calls to action.
Apps—Proceed with Caution:
If you do it right, apps are the greatest data collection tool and the best CRM medium in the world. But if you get it wrong, they are a money pit. Dig deep into your consumer insights to determine whether you can really offer the post-conversion utility and content that will result in truly engaged users.
Mobile is Measurable:
Though it may not be simple, it is possible to measure conversions in mobile. Take a hard look at your ad serving and attribution models to ensure that you aren’t relying solely on outdated methods like cookies and discuss the more efficient built-for-mobile solutions available with your ad ops team.
To continue reading please download MMA Leadership Forum 2016