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WHERE FOMO

MEETS OMG! A framework for mobile creative innovation

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MMA UK SEMINAR:

“ MOBILE WORKS” Welcome

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Mobile the closest you can get to your consumers

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The Mobile Marketing Association

Chris Babayode Managing Director MMA EMEA  

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to accelerate the transformation and innovation of marketing through mobile

Our Mission is…

6  INSPIRATION  CAPABILITY  MEASUREMENT  &  IMPACT  

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EVENTS  AND  NETWORKING  

Forums Seminars Webinars White papers Guidelines

MOBILE MARKETING STRATEGY BOOK

RESEARCH:    CROSS  MARKETING  EFFECTIVENESS  -­‐  SMoX  

So what is the current optimal allocation for mobile of total advertising spend?

DOUBLE DIGIT …allocation to mobile in your total marketing mix.

550+ mobile

marketing campaign Along  with  Smar=es™  Awards  provides  the  basis  for  the  MMA’s  

Mobile  Crea=ve  Framework  

CASE  STUDY  HUB      

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SMARTIES™

MMA

Opens in March Closes in June

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WHERE FOMO

MEETS OMG! A framework for mobile creative innovation

1. BRAND ACTIVATION REMOTE

MMA’s Framework for Creative Innovation

Mobile  -­‐  the  brand  campaign  unifier,  bringing  access,  experience  and  commerce  together  

2. THERE IS NO TIME LIKE THE PRESENT Mobile  has  the  ability  to  engage  and  mo=vate  consumers  in  the  

present  moment  

MMA’s Framework for Creative Innovation

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3. CONTENT RULES

Mobile  creates  a  desired  and  immersive  set  of  interac=ons  that  put  the  consumer  at  the  centre  of  the  brand  story  

MMA’s Framework for Creative Innovation

4. ENABLE BESPOKE CONSUMER EXPERIENCES – APPS TO THE FORE

Mobile  –  personalises  brand  communica=ons  with  relevancy,  meaningful  responses  and  a  depth  of  interac=on  

MMA’s Framework for Creative Innovation

5. A TOOLKIT TO GET THINGS DONE – APPS OPPORTUNITY

Mobile  –  enables  the  deployment  of  tools  on  devices  that  provide  u=lity  and  save  =me  

MMA’s Framework for Creative Innovation

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1.  Brand activation remote 2.  There is no time like the present 3.  Content rules 4.  Enable bespoke consumer experiences 5.  A toolkit to get things done

MMA’s Creative Innovation-summary

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WHERE FOMO

MEETS OMG!

Virtual and Augmented Reality comes of age

Demonstrating the maturation of a technological capability to a marketing trend….

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Audi TT “Brochure Hack” US

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The beginning of IOT as a marketing opportunity

IOT emerges as a means to tangibly tie mobile marketing to brand purpose

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Optus “Clever Buoy” Australia

Branding evolves as Microvideo enters the narrative

Microvideos like Vine move from “what was that?” to meaningful ways to maintain the relevance of a brand

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Lowe’s “#TapThruHowTo” US

Mobile Creative trends

Virtual and Augmented Reality comes of age

The beginning of the Internet of Things as a marketing opportunity

Branding evolves as Microvideo enters the narrative

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Mobile the closest you can get to your consumers

THANK YOU

Chris Babayode Chris@mmaglobal.com