Brands need to create the “aha!” moment for consumers: Mobile Marketing Association
Mobile creates engagement at every point in the purchasing funnel for the tech-equipped digitally-savvy consumer of the future
Singapore, April 2012 – During the forum discussions at the Mobile Marketing Association Forum Singapore, the main speakers called for creativity on the part of marketers as mobile takes on a new role in the larger media landscape.
Some of the world’s largest brands, agencies and publishers gathered to discuss the future of the industry at the Mobile Marketing Association Forum Singapore (MMAF) last 23-25 April 2012. This year’s Forum (held for the fourth time at the Grand Hyatt in Singapore) brought together nearly three hundred delegates and speakers from around the region and the world.
They represented different parts of the mobile marketing and advertising industry and came to Singapore to make connections, share knowledge, discuss and debate strategies and make plans for the future of mobile in line with the MMAF’s theme of Smarter Tomorrow. This year’s MMAF included representation from companies like Dell, PricewaterhouseCoopers, Unilever, Nielsen, Cherrypicks, Nokia, Google and Amobee.
Ashutosh Srivastav, CEO, Mindshare Asia reminded the audience to look at mobile as a central touchpoint, not as a separate platform. This central position occupied by mobile was reinforced by Michael Bayle, Senior Vice President and General Manager, Mobile, ESPN, who called mobile the bridge that connected fans to all media.
There is a need to reimagine mobile, creatively and otherwise, as Barney Loehnis, Head, Digital, Asia Pacific for Ogilvy & Mather pointed out. Integration of other media around mobile helps to create a level of engagement that has always been lacking, letting consumers move effortlessly from online to offline to online.
Rahul Welde, in the day’s closing panel discussion, wrapped things up neatly, saying that this is the most incredibly exciting time for marketers. Mobile is the largest untapped opportunity in the marketing universe, and gives marketers the chance to collaborate and unify every aspect of marketing to release this untapped potential.
”The strong brand presence at MMAF this year tells us that the message is coming through loud and clear,” said Rohit Dadwal, Managing Director, Mobile Marketing Association APAC. “Brands are coming to understand that mobile is the key to engaging campaigns, when used alongside traditional media.”
The event was also a great success online with live Twitter posts throughout the two-day event. Updates can be found at #MMAF2011.
The Mobile Marketing Association Forum Singapore 2012 was proudly sponsored by Amobee, BuzzCity, The Coca-Cola Company, Gemalto, Google Inc., mediba Inc., Microsoft Advertising, Millennial Media, m-Stars, Nokia, Poynt Corp., and supported by Infocomm Development Authority of Singapore (IDA), Media Development Authority of Singapore (MDA) and Singapore infocomm Technology Federation (SiTF).
About the Mobile Marketing Association (MMA)
The Mobile Marketing Association (MMA) is the premier global non-profit trade association representing all players in the mobile marketing value chain. With more than 700 member companies, the MMA is an action-oriented organization with global focus, regional actions and local relevance. The MMA’s primary focus is to establish mobile as an indispensable part of the marketing mix. The MMA works to promote, educate, measure, guide and protect the mobile marketing industry worldwide. The MMA’s global headquarters are located in the United States and it has regional chapters including North America (NA), Europe, Middle East and Africa (EMEA), Latin America (LATAM) and Asia Pacific (APAC) branches. For more information, please visit www.mmaglobal.com.
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