Friday, February 1, 2013
It has been an exciting few days at this year’s MMA Forum in San Francisco with mobile at the center of every conversation. Michael Becker, North America managing director of the MMA, set the stage well: “We are progressing the dialogue from ‘why mobile’ to discussing mobile as it relates to the centerpiece of the consumer experience.” Since mobile has proven itself as a powerful channel for marketers, the content and sessions were more focused on what is working regarding mobile practices. I was most fired up about these featured topics:
Cross-Channel. It’s great to hear how brands are taking on mobile as part of their cross-channel strategies. Mobile is no longer in a silo, and brands want an encompassing solution that includes a best of breed mobile application.
Mobile KPIs. The question of how to measure mobile’s value always comes up, and the MMA Forum had great discussion around establishing KPIs for the industry.
mCommerce. The forum addressed the best ways for brands to profit via mobile commerce, with emerging trends like showrooming and Passbook receiving extra attention.
In this atmosphere of mobile innovation, it was exciting to launch our new ExactTarget mobile solutions. We were thrilled with the response and look forward to helping clients go big with mobile.
For guidance on building a world-class mobile program, check out our new whitepaper 4 Stages of a Smart Mobile Strategy.