How retailers can use mobile data to help drive shopping behaviour

Warren Mills , Client Partner: Entertainment, Media, Retail & Technology at Telefonica

As an industry, we’re increasingly understanding the critical role mobile plays at at each stage of the consumer journey. While these journeys will undoubtedly change and fragment, the role of mobile is here to stay as mobile data plays an ever-important role in how we identify, target and measure retail behaviours.

Historically, we’ve always treated the retail journey as a linear process, with the key aim to move the customer through the funnel: building awareness, driving consideration and intent and, ultimately, encouraging purchase. The importance of loyalty and advocacy were only considered once the customer had been acquired, rather than considered as an integral part of an evolving process.

Hyper-Personalised Conversational Mobile Advertising with Chatbots

Christophe Collet, CEO at S4M

Today mobile users are spending more and more time in few daily apps and it’s clear that messaging apps continue to dominate mobile usage. Certain activities are now completely done in apps. For example instant messaging and communication apps dominate 94% of user’s time spent in this activity. This presents a huge opportunity for brands to leverage messaging platforms and engage with consumers directly from mobile advertising campaigns.

Smart Data: How the industry is starting to evolve and adopt better data strategies

Zee Ahmad, Director of Programmatic at Axonix

Identifying audiences, gaining actionable insights based on their interactions with advertising is of course a key focus across the industry.

Data is a key instrument in how we go about achieving this. It also binds together other areas such creativity, video and also metrics such as Viewability. For example as important as it is for ads to be viewable, is it not just as important to ensure that the right people are viewing the right ads?

Lessons From Barcelona: A Data-Eye View for Marketers

Christophe Bize, vice-president of data & mobile analytics at Ogury

Love it or hate it, Mobile World Congress (MWC) never fails to turn heads in the marketing world. This year was no exception.

 

Despite a look back – in the form of Nokia’s nostalgic 3310 re-launch – stealing the show early on, the main headlines were all about looking forward. From IoT, VR and AI to driverless cars and 5G, marketers’ appetites were whetted by a future filled with endless new opportunities to turbocharge consumer engagement.

An Evolving Mobile Landscape at MWC

Pratick Thakrar, MD Inspired Mobile

With attendees growing year on year, MWC is now THE event on the mobile calendar. I only wish Scotty had the transporter working to get me between Hall 1 and 8!

New handset launches, features and operator announcements took the limelight; but this year, we saw new acronyms of the digital world come to the forefront, namely AI/IoT/VR/CH (Connected Homes).

AI, VR and AR. The trilogy at MWC

Stephen Upstone, CEO & Founder of LoopMe Media

Another Mobile World Congress has come and gone, with over 2000 exhibitors and over 108,000 attendees. This year I found that attention had moved away from the topic of connected devices and to the trilogy of AI, VR and AR.

While virtual reality headsets completely take over your vision to give you the impression that you’re somewhere else, augmented reality adds to your current vision, projecting info on top of what the consumer is already seeing.

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?

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.

Wired2016: The Democratisation of Information

Timothea Horwell, Jr. Marketing and Research Manager at Weve

It’s estimated that 40% of the world is connected in one way or another, with this expected to rise to 100% over the next 20 years. Ultimately, this will democratise internet access, but result in 8 or 9 billion people requiring network capabilities. With the burgeoning digital revolution 2.0 and the exponential need to connect ‘things’ as well as people, a reliable and dependable infrastructure will be critical. It seems fitting then that the Wired2016 conference was sponsored by Telefonica, one of the world’s largest telecommunications providers, as the emergence of IoT and M2M blur the lines between sectors, and telcos become increasingly tasked with connecting millions of devices, machines and users.

Exploring the power of mobile as it merges with traditional display

Sofie Mobbs, Head of Mobile at Flashtalking

We’ve long been talking about the fast growth of mobile advertising. It’s no longer a prospect, but a fact. Mobile is taking a bigger chunk of the market share from traditional display – or rather traditional display is becoming more mobile. But as this happens, there’s a danger we forget to respect the differences between desktop and mobile screens. We may overlook the unique creative opportunities and tracking methodologies needed to secure true mobile performance, and thereby impair our ability to attribute its effectiveness correctly.