IAB Training Session Series

IN A MOBILE WORLD

MARKETING

12 NOVEMBER 2014 • ANDREW CORONEO • HEAD OF DIGITAL | MEC

ASIA IS THE

WORLD’S

ONLY‘MOBILE FIRST’

REGIONSource: Google, The Consumer Barometer Report 2014

ESPECIALLY IN SOUTH EAST ASIA, WHERE MORE PEOPLE

ACCESS THE INTERNET VIA SMARTPHONE THAN PC.

Source: Google, The Consumer Barometer Report 2014

MOBILE OCCUPIES THE MOST OF PEOPLE’S

FRAGMENTED TIME.

Source: Decisionfuel & Inmobi - “MOBILE DEVICES & MEDIA CONSUMPTION : A ‘NEW WAVE’ TAKES SHAPE” - 2014

YET MOBILE FOUNDATIONS ARE NOT IN PLACE

FOR MANY MARKETERS

Mobile

Responsive Not Mobile

Optimized

Not Mobile

Optimized

Mobile

Responsive

Site Design Email Design

BUT YOU SHOULD NOT BE THINKING ABOUT

YOUR ‘MOBILE STRATEGY’ ALONE…

MOBILE IS CRITICAL TO EVERYTHING YOU DO, IT

NEEDS TO BE CENTRAL TO YOUR

COMMUNICATIONS PLAN.

“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’

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

150 TIMES

PER DAY

ON AVERAGE,

CONSUMERS

CHECK THEIR

MOBILE

DEVICES…

LESSENING SMARTPHONE ADDICTION, THERE IS AN APP

FOR THAT…

Addiction Score Ave Session No. of Unlocks

MOBILE NOW TRANSCENDS EVERY ASPECT OF

OUR LIVES

PLAYING THE ROLE AS THE CONNECTOR BETWEEN

THE REAL WORLD AND DIGITAL WORLD

OOH PRINT

TV

ON GROUND IN-STORE

AND BECOMING THE ENABLER FOR SO MUCH

MORE…

PaymentSocial

Wearable'sHome

Drones

Connectivity

PLACING

MOBILE AT

THE CORE

OF YOUR

COMMS

STRATEGY.

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