Most of us in the mobile industry have been to at least one Mobile Media Summit by now. The event, which began in New York, has now expanded to other big markets. I’m psyched to go to the first San Francisco edition of this event next Tuesday at the Julia Morgan Ballroom.
As I get ready to head out next week, I’ve been thinking back to some of the great conversations I had a few months back at the first-ever Chicago edition of the Mobile Media Summit. I had the opportunity to chat with some of the very cool (and very smart) mobile leaders in attendance about the current state of mobile advertising. Many of these themes will be discussed next week, so thought I’d give a recap and share some video of my conversations from Chicago: http://www.youtube.com/watch?v=6otihN9X0cA&feature=youtu.be.
Mobile First: Although Google emphasized the importance of a “Mobile First” approach in 2010, many marketers still think about mobile as simply an “add-on” to their marketing strategy. Jason Calacanis from Mahalo warned that this strategy is only sustainable if you’re planning to shut down in 3 years.
Fragmentation Challenges: Marketers are still grappling with the most efficient way to deal with the different platforms, devices, and sizes in mobile. Lisa Weinstein from Starcom pointed out that this doesn’t affect the consumer lens of mobile, so messaging should not be fragmented.
Tying Mobile to Business Objectives: Every marketing text book ever written recommends that marketers tie programs back to overall business objectives, but not all marketers are doing this with mobile. Kevin Hartbarger from OMD discussed how McDonalds and others are aligning marketing programs with the overall company objectives.
Mobile Measurement: While attendees at the event were investing in mobile, they admitted that a big barrier to investing more is the difficulty inmeasurement. Megan Pagliuca of Merkle and Melissa Grady of Motorola said they’d dive even deeper into mobile when it’s easier to measure.
Mobile for Top & Bottom of Funnel: Some people think of mobile advertising as a strictly branding/display vehicle, but the most successful campaigns drive leads through performance strategies as well. Eric Roth from Team Detroit pointed out that Ford has been successful with both top and bottom of the funnel strategies.
Looking forward to seeing industry friends in San Fran next week and stay tuned for more conversations with some of the West Coast folks driving the mobile revolution. Attending the event? Make sure to check out the panel, Make me FAMOUS! How leading App Developers have gained distribution, with Jumptap Chief Product Officer Adam Soroca.