9 things we learned about mobile at MMAF 2016

Russell Graham, Digital Capability Director at Brand Learning 

The agenda for the Mobile Marketing Association Forum 2016 was action packed with an array of industry professionals and thought leaders, including Brand Learning, providing perspectives on the vital role of mobile in the customer experience. As the attention space of a goldfish apparently now surpasses ours, I’ve summarised our top take outs below. This may take a little longer than 8 seconds so please bear with:

Harnessing Mobile, Data & Programmatic For Real-Time, Right-Time Marketing

Peggy Anne Salz, Lead Analyst and Founder at MobileGroove

Mobile equips brands and business marketers to deliver real-time marketing right now. But it’s contextually relevant marketing linked to a more holistic view of customers that will truly move the needle on your campaigns. This article, excerpted from Mobile: The Great Connector (Volume 2), a comprehensive eBook authored by Peggy Anne Salz, chief analyst and content strategist of MobileGroove, in collaboration with the MMA EMEA and member sponsors Inspired and Brainstorm, explores how quality data around context and location arms marketers to improve targeting and campaign performance.

Meaningful and Relevant Mobile Creativity – Creating Value Through Technology

Astrid Salas, Senior Creative Developer at InMobi

The industry is transitioning from just performance to more data-driven creative strategies, but often the collision of data, content and technology surfaces huge challenges – and opportunities – for brands that hope to connect meaningfully with the humans that form their audiences.

Behaviour is the medium that we work in; it is not about type of devices, or the technology or in what way they are enabled, but about the fact that we are influencing behaviour. Mobile Creativity is to design for influence.

Location data: More than just a real-time tool

Tej Rekhi, AVP Mobile Sales at Sizmek

A mobile world. A smartphone society. A connected generation. However you describe it we’re a nation addicted to our devices.

Over 70% of UK smartphone users check their mobile device within 15 minutes of waking, while almost as many look at it during the 15 minutes prior to going to bed. We use smartphones on public transport, at work, while shopping and eating out, while socialising with friends and family, and even while crossing the road.