It’s time for Mobile marketers to take brand engagement seriously

Andy Wise, New Business Director at Engine Creative

The key for any brand campaign is to grab the attention of consumers, but with such an overwhelming number of digital channels available to consumers and research showing that only 9% of current digital advertising is being viewed for more than a second, how can the eye-watering spend on UK digital advertising (£8.61 billion in 2015 alone!) be anything more than a waste of advertiser’s money?

Shell in the Digital Domain

Peter Adams, Digital Marketing Manager – Mobile at Shell

Shell has been active in the mobile domain for several years now and has learnt much about the potential of mobile and how to leverage a global platform for local marketing engagement and activities.

Shell recognises the importance of the emerging digital eco-system and is actively discovering new business models which are developing in accordance with new customer engagement opportunities. The digital world is evolving quickly and you have to be in a continuous development mode as the technology matures and customers adjust to changes in how we interact with each other.

Driving Renault’s Marketing Strategy with Mobile Video

Stephen Upstone, CEO & Founder of LoopMe

When auto brands launch a new car it is crucial to get the advertising strategy right. A good ad campaign will make consumers aware of the car. A great campaign can be the deciding factor in getting a customer to book a test drive.

For the launch of Renault’s new C-Class Crossover release, the All-New KADJAR, Manning Gottlieb OMD challenged LoopMe to create an award-winning mobile video campaign. The campaign used the original TV creative and additional video content to drive awareness of the brand among the target audience, increase brand uplift and brand perception, while promoting the car’s features through UK specific storytelling.

Crossing the great device divide

Jon Lord, Commercial Director at Criteo

At one time, shoppers’ online behaviour consisted mostly of clicks on a website displayed on a PC. With most people only able to access the internet via a home or workplace computer and smartphones in their infancy (remember WAP, phone charms and ‘snap on’ phone cases?), marketers could easily target the right people at the right time with the right content. However, internet browsing habits rapidly evolved and began to involve more and more devices. This made effective marketing a significantly bigger and more complicated task.