Mobile Groove

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.”

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…

Back from Mobile Advertising UK (Twitter feed: #maduk) in London with new and practical insights into mobile advertising and extremely positive feedback on my report findings.

Regular readers will recall that MSG was commissioned to conduct Mobile Advertising UK, a research project research endorsed by the Interactive Advertising Bureau (IAB) and the Mobile Marketing Association (MMA), to expertly document the state of the mobile advertising industry in the U.K. and identify growth opportunities in the emerging mobile advertising marketplace. The report – which combines valuable consumer insights gathered by ÆNEAS Strategy Consulting and Management (coordinated by my esteemed colleagues Tarik Fawzi and Atva van Zanten) and qualitative research based on 20+ interviews with operators, enablers, agencies, and brands contributed by MSG – will be formally released in July.

Pricing is GBP 2,999 ($4,866) for the report. 500 GBP discount for MMA and IAB members, and people who attended the event. For more information, email James Cameron (james@camerjam.com) or call +44 7940 749874. And while we’re at it: A huge around of applause for James, long-time MSG friend and supporter, whose Camerjam Events company successfully brought together 130+ professionals and pundits at this inaugural event sure to spread to other countries soon!

In the meantime, allow me to share some of the key findings and data points based on an online survey of 1,000+ UK mobile users. (And please follow along in the complete presentation below via SlideShare, and listen in to this audio interview (supported by the iPhone blogging app Audio Boo) via The Really Mobile Project, where I put some of the stats into perspective.)