The Mobile Marketing Association’s (MMA) Mobile Marketing Forum (MMF) — Los Angeles brought together agencies, brands, carriers, and other members of the global mobile marketing ecosystem. Jeremy Martin, 3Cinteractive’s Vice President of Business Development, was able to see how brands are beginning to leverage mobile in a very sophisticated way.
What was evident during the MMF is that mobile is being valued as more than just a point advertising / marketing solution. The case studies presented by some of the largest brands in the world shows that mobile has become an integral component to an enterprise or brand’s marketing, sales, service, and customer relationship management (CRM) programs. There were working examples of multi-platform strategies employed with solutions spanning messaging, mobile web, and applications commonly deployed, with each platform type being used to drive traffic across the other.
At the MMF, 3Cinteractive sponsored the Targeting, Creative and Measurement discussion, which was chaired by Jeremy. The panel spoke about the long-term aspects of mobile marketing and the related on-going customer engagement. The view held by the panelists — among them Maria Mandel, Senior Partner, Executive Director - Digital Innovation, Ogilvy; Richard Ting, Vice President, Executive Creative Director, Mobile & Emerging Platforms, R/GA; and John Hadl, CEO, Brand In Hand — is that mobile marketing and mobile technology is extremely valuable when fully integrated across a brand’s and an enterprise’s marketing, sales, service, and CRM programs. The long-term on-going customer communication aspects are shown to be the most effective when defined during the discovery / development phase of mobile marketing. Mobile is becoming a core component of effective CRM communication channels and it’s clear that brands / enterprises and technology providers are working very closely together to integrate mobile marketing solutions.
Two of the main highlights of the show were comments from AT&T® Interactive and Microsoft®. Matt Crowley, COO of AT&T Interactive, stated that across AT&T’s interactive advertising, mobile click through rates (CTR) are two to three times higher and call through is more than three times higher than the online equivalents. Charles Johnson, General Manager of Mobile Advertising at Microsoft, shared they are focusing campaign success measurement on the actual brand revenue results generated, not just click / call through or impressions.
