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Why Does Mobile Matter in Marketing?
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Why Does Mobile Matter in Marketing?

In this presentation, the speaker will unveil new findings from a series of cross media studies conducted by the MMA with leading advertisers like The Coca Cola Company, MasterCard, AT&T and Walmart. Using a new landmark methodology, the research will quantify the actual ROI of mobile for major marketers.

11/18/2015
When: Wednesday
11:00 AM PT / 12:00 PM MT / 1:00 PM CT / 2:00 PM ET
Where: Webinar
Presenter: Greg Stuart


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In this presentation, the Greg Stuart, CEO, Mobile Marketing Association, will unveil new findings from a series of cross media studies conducted by the MMA with leading advertisers like The Coca Cola Company, MasterCard, AT&T and Walmart. Using a new landmark methodology, the research will quantify the actual ROI of mobile for major marketers.

Building on this empirical data, the speaker will explain the big picture implications of these findings for marketers and the marketing industry at large. Using fact-based projections he will illustrate how when marketers drive change internally and optimize their full cross-channel media budgets properly, mobile ad providers could garner USD $220B in mobile advertising spend worldwide.

 

In 2013, worldwide mobile advertising revenues by big brands hit nearly USD $5 billion. But, the percentage of mobile within the broader marketing mix remains low with mobile ad spend at less than 1% of the total, despite the constant climb in time spent with mobile devices.

 

This conundrum around the appropriate level of mobile investment has led to marketers looking for a way to quantify and qualify their proportionate investment in mobile and its impact on their specific brand. Simply put, consumers have radically changed their media habits, but marketers have been slow to adopt. That is about to change. In response to this phenomenon, the Mobile Marketing Association (MMA), along with research company Marketing Evolution, spent the last 2 years developing the "SMoX” analytics methodology. This new approach to marketing mix measurement was created specifically to determine the value of mobile within the marketing mix. Specifically, what is the impact on sales for a brand that chooses to advertise on mobile vs. TV and other media?

 

Companies, including AT&T, The Coca-Cola Company, Colgate, Walmart and MasterCard, have been working with the MMA and Marketing Evolution to apply this methodology and to scientifically assess the interaction of mobile channels (mobile video, audio, display, messaging etc.) and their relative effectiveness in relation to the broader marketing mix (TV, radio, magazines, Internet etc.).

 

Based on the findings of SMoX research, Greg Stuart, global CEO of the MMA, will cover the following topics:

 

  1. The value of mobile as a marketing vehicle and why mobile brings a brand closer to their consumers than any other marketing channel.
  2. CMO Perspective: Dimensionalized challenges that CMOs face in their effort to apply mobile in marketing and bring change in their organization, building on 20 interviews that the MMA recently conducted with CMOs from leading organizations.
  3. Introduction of the SMoX data and insights for major brands, including an overview of the objectives set for SMoX, how it addresses the main pain points of mobile marketers and why the methodology is revolutionary.

 

Presentation of key insights from Walmart, Coca-Cola and AT&T, which addresses key questions such as:

· How did mobile perform in each case and what was the optimized percent of mobile in the overall marketing mix?

· What was the ROI of each mobile channel?

· What was the value of context and other aspects like location targeting?

 

In the end, attendees will leave this session with a new outlook on the value of mobile and a holistic perspective about its significance for their own businesses and the industry at large.

In short, there’s the next multi-billion gold rush for marketers and media companies and this presentation demonstrates that with facts and data.

 

*Note: MMA will also be able to include future plans for SMoX that will garner insights from China, Brazil, UK and Turkey as studies are currently underway. 

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Sales and Marketing Executives International, Inc.
PO Box 1390
Sumas, WA 98295 USA
312-893-0751

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