Mobile Groove

People are increasingly relying on mobile for assistance to make a wide variety of product and purchase decisions, a seismic shift in behavior that spells opportunity for brands across all industry verticals, including automotive, retail, travel, finance, entertainment, pharmaceuticals and telecoms.

But there’s a catch. Marketers must develop solid advertising strategies that understand who their customers are, how they use their mobile devices and where campaigns can reach the…

Rory Sutherland, Vice Chairman of Ogilvy Group and self-proclaimed “fan” of text messaging — advises marketers to focus on what matters most: getting the value exchange right.

There are no easy answers, but there are some questions that will help produce them. Ask yourself: “Would this [marketing/approach] annoy me?”. That’s a good start. “There are just basic rules of etiquette. You use different media judiciously and the ability to do that intelligently is one mark of a mature and intelligent service brand.”

On the heels of last month’s survey of mobile telecoms execs across the Asia Pacific region (and a tremendously successful #doxchat Tweetchat that had a global reach of 92,000+), Amdocs is gearing up to release a new report looking at mobile operator attitudes and activities around mobile payments. Here is an exclusive preview of the key findings.

Rory Sutherland, Vice Chairman of Ogilvy Group, a leading integrated advertising and marketing communications agency, challenges the view that mobile is somehow in its infancy and has yet to grow up and compete with the Big Boys (such as online, TV and print) that continue to account for the lion share of advertising spend.

As Rory sees it: the proper way to measure the importance (and effectiveness) of mobile in the marketing mix is not to look at spend. The cost of developing a brilliant text-based …

How and why should brands and marketers take advantage of the unique characteristics of mobile to connect with us at the moments we need them most? Rory Sutherland, Vice Chairman of Ogilvy Group, a leading integrated advertising and marketing communications agency, tells why marketers need to think beyond reaching a target audience.

As Rory sees it: The real power of mobile is context. It allows brands to interact with people during  target moments (I need something now), target moods (I want s…

#FF amplifies the voices that matter most, and profiles Millennial Media, an independent mobile advertising and data company, that has consistently provided the industry with mobile intelligence and actionable insights.

How have mobile advertising campaigns, objectives and spending evolved since Millennial Media published its first report in March 2009? We go to the source for the answers.

But first, a little background on methodology. These reports are based on actual campaign and netwo…