Margaret Manning joins mobile marketing leaders in Singapore
01/12/2011 - Brisbane
Margaret Manning, CEO of Reading Room today discussed best practice in bringing great creative to mobile in a local and social way. Together with Sitecore and Netbiscuits, Manning explored how the two technologies can be a dream formation in mobile user experience, drawing on Reading Room's experience with its existing client base.
This year's annual event follows on from the success of the inaugural Netbiscuits World in Germany 4 years ago, and its dates in the US and Europe since. Attended by some of the most successful and influential mobile marketers, including the Head of Mobile SEA for Google, Manning is delighted to be showcasing her views at the first event in Asia and Australia, held in Sculpture Square, Singapore.
She says: "Mobile marketing and integration with social platforms is the hot topic in marketing publications, and yet very few organisations are effectively utilising this medium. Many mobile campaigns are crass, intrusive, gimmicky and shallow in terms of emotional engagement. These are not values that blue-chip brands want to be identified with. Many companies have little understanding of how to benefit from the unique properties mobile technology offers, in order to create a compelling brand experience.
Reading Room always put the user first, giving them appropriate tools to enhance their experience. If employed correctly, mobile becomes a useful and essential touch point to bring the customer and organisation closer, shorten the journey from 'interest' to 'action' and build a relationship that traditional broadcast mediums would struggle to do."
A few facts and figures in the world of mobile marketing:
•There are 5.3 billion mobile subscribers (that's 77% of the world population)
•In 2014, mobile internet usage will overtake desktop internet usage
•More than 50% of all "local" searches are done from a mobile device.
•Over 300,000 mobile apps have been developed in three years.
•Direct revenue from mobile 'app stores' expected to top $14 Billion in 2012
•1 in 4 mobile apps once downloaded are never used again.
