Is mobile a channel or, well, just mobile?
Increasingly, it seems like mobile is the channel and all others are distant followers. In fact, in some places where internet access is not widely available, mobile is the only channel. With this in mind, many marketers are adapting a mobile-first strategy but what does that really mean?
With the pace of change and speed to market (or lack of), the MMA Germany believes there’s a need to understand how mobile mature your business is — be it your product, your marketing, or how you measure effectiveness. Coming to this understanding creates new challenges and the need for new metrics.
In this masterclass, moderated by Chris Babayode, Managing Director, MMA EMEA, our assembled industry leaders will outline these challenges and offer best practices to help you grow your business — starting with what it actually means to be mobile-first.
The experts weigh in on what it means to be mobile-first
Aneta Nowobilska, Chief Product Officer, upday for Samsung — For Aneta, being mobile-first is all about two things. First, you must take into account the intimacy of reaching people on a device that is with them 24/7. And that means truly personalizing the experience. It also requires delivering content that is context-sensitive, she says. Mobile marketers have more data about their users than any marketers throughout history, and that means you have to respond with contextually relevant messages.
Arne Kirchem, Media Director DACH, Unilever — Agreeing with Aneta, and taking the advice a step further, Arne tells us that in the mobile context matching user expectations means you must optimize your content for the device. That may mean having a mobile-ready website or creating vertical video — whatever the case may be, being truly mobile-first requires you keep the device in mind at all times.
Jan Heumüller, Managing Director DACH, Ogury — The average mobile use per day in Germany is 5 hours, says Jan. This kind of power usage reveals user habits and preferences, making mobile an incredible source of demographic information. Echoing the other experts’ sentiments, Jan says that this is not only a big opportunity but a big responsibility that demands you get the messaging right.
Niko Thielsch, VP DACH and Nordics, Adjust — Mobile is “individual and personal by design,” says Niko. This, he believes, brings to life the age-old adage known to marketers across the globe — it’s all about “the right message at the right time to the right audience” and truly mobile-first brands know that this “it was never more personal or more individual than it is right now.”
Sebastian Grebasch, Mobile Growth Lead, Google — When it comes to the need to be mobile-first it’s clear that this is how you reach most audiences. “I personally cannot imagine any scenario where this will reverse again,” says Sebastian. “The right thing to do for the vast majority of companies is to get to know your customers on mobile first and then move on to other devices.
It’s clear that personalization and context is key on mobile, but as IDFA becomes opt-in, the challenge to create increasingly specific experiences just got a little harder. To get a more in-depth take on the best-practices surrounding mobile-first products, marketing in an increasingly privacy-conscious era, and more, tune in to the entire masterclass discussion. From changing the way you think to mastering the technical skills, good advice abounds.