Board members caress crystal ball to see what's on the menu for mobile marketing and advertising.
Following on from Juniper's predictions last week, the EMEA board members of the Mobile Marketing Association have banded together to give their thoughts about what will occur in the mobile marketing and ads market in the new year.
Apps will shape brand marketing – Mandeep Mason, director of mobile advertising, International, Microsoft
"2013 will see the industry finally unlock the potential of mobile as a scalable marketing and commerce channel for advertisers. Apps and emerging technological innovations are shaping how brands can deploy a seamlessly connected and measurable experience to consumers across device platforms."
Mobile web FTW – Alex Meisl, chairman and co-founder, Sponge
"2013 will be a year of realisation as companies start to accept that apps are not always the best way to build relationships with consumers via mobile. Mobile-optimised websites are often a better initial solution as they also allow for interaction and engagement while ensuring a high quality of user experience but have the added benefit of being more cost-effectively structured and working across (virtually) all devices and platforms without requiring a chunky download.
Retailers will recognise the power of mobile – Adhish Kulkarni, SVP, products & marketing, Lumata
"I believe the battle for customers within the FMCG and retail segment will increasingly shift to mobile as part of the integrated mix, leveraging its unique contextual information (e.g. location) to reach consumers on the move.
"The main drivers of this are the smartphone and tablet revolution, which allows us to reinvent rich, interactive relationships over mobile and the rise of mobile payments, which allow brands to interact at point of purchase and start closing the loop from offer to redemption. I believe mobile will increasingly be at the heart of engagement and loyalty propositions and 2013 will be a tipping point."
Audience targeting will hit the next level – Gavin Stirrat, managing director, EMEA, Millennial Media
"2013 will be the year advertisers take their campaigns to the next level with audience targeting. Mobile is the only medium that allows advertisers to combine interest data, social data, demographic data and most important of all, location data.
"Whether a brand wants to target a fairly broad audience like Mums, or a more refined audience like IT Decision Makers, no channel allows them to do so more accurately than mobile."
Tablets to become preferred ad medium – Jay Patel, managing director, IMImobile
"Tablets will become the preferred medium for mobile advertising as these are not impacted by the limitations of screen size associated with a traditional mobile device (and the budget restrictions that can result from this). As a consequence, I anticipate that we’ll start to see a growth in the agency expertise associated with tablets and the creative ad formats that can be developed specifically for them."
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