With close to 75 per cent of mobile users falling asleep with their device within reach, the power and influence that mobile has on consumers’ daily lives is undeniable. To frame mobile as a force in the media world, the Mobile Marketing Association (MMA) unveiled a new positioning to reflect the value that mobile offers as a marketing vehicle.
The positioning, or mobile’s promise to the industry is, “Nothing gets marketers closer to their consumers than mobile.” As technology ignites a new world of interconnectivity, mobile converts every object into a medium and every place into a message. Each engagement is an opportunity; each connection is a potential customer; each sale is a gateway to loyalty.
“Since mobile is so business transformational, it was critical to offer marketers a tangible context of its power,” said Greg Stuart, CEO, MMA. “There is no other media that is as personal, as pervasive, and provides the opportunity for proximity than mobile. Every moment is mobile and mobile offers a gateway for marketers to connect with greater relevance and stronger engagement.”
The positioning was created by a MMA global task force that invited mobile visionaries and influencers, such as Irwin Gotlieb, CEO, GroupM; Ashutosh Srivastava, CEO, Mindshare; Carolyn Everson, VP of Global Marketing Solutions Facebook; Bonin Bough, VP of Global Media and Consumer Engagement, Mondelez International; and Louis Jones, CEO, Maxus, to share their thoughts and experiences on mobile marketing. Under the guidance of Jim Stengel, CEO, The Jim Stengel Company, LLC, the task force outlined points of parity that distinguish mobile from other forms of media. The points of parity go as follows:
Consumers are “mobile ready” and increasingly use mobile for a range of support and engagement to connect with brands
Mobile is the strongest ROI builder and offers better results for the same budget
Mobile is business transformational, generating dynamic and multidimensional marketing models unlike any other form of media
In 2013, the number of mobile devices will exceed the number of people on earth and offer unprecedented access to new markets and audiences
Executives that invest efforts to understand mobile’s potential and power will bolster their careers
After discussing the success of global brands including, Nike, Facebook, The Coca-Cola Company, Pandora and Mondelez International, the task force concentrated on the potential that mobile offers to transform static marketing models and unleash dynamic strategies with unprecedented results.
“Only a few years ago, marketers were trying to engage consumers in a monologue, telling people what they should know about their brands. However, mobile has opened the opportunity for a dialogue that invites and involves consumers to be co-creators of the brand story,” said Carolyn Everson, VP of Global Marketing Solutions, Facebook and Global Board of Directors Member at the MMA. “At Facebook, there is no question of which media is the first screen. For our users, mobile is the best screen for true dynamic engagement.”
“Mobile may not be the biggest screen for storytelling. But the biggest marketing revolution of our times is happening on the smallest screen,” said Stuart. “Marketers all strive to be in ‘arms reach of desire.’ Today, at the end of that arm is a mobile device. It’s the closest you can get to consumers.”
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