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.

An Analysis of Winning Mobile Campaigns in EMEA

 

Ariane Längsfeld, European Brand Manager – Media & Digital, Millward Brown

Mobile as a platform provides a huge opportunity for marketers to connect with consumers. Through Millward Brown’s AdReaction study 2015, a survey amongst 16-45 year old multiscreen users conducted across 42 countries, we have found that on a global average, users spent over 6 hours daily on different screens and 2.5 hours daily were spent on a smartphone.