Wrap-Up Mobile Marketing Innovation Day 2017

On May 4, the 6th Mobile Marketing Innovation Day took place at Studio 44 in Vienna. More than 650 marketing enthusiasts gathered to listen to keynotes of top speakers from Facebook, Google, Mastercard and many more.

Why mobile?

Susann Fischer from Facebook / Instagram sums it up:

  • We spend up to 3 hours per day on mobile devices
  • Facebook and Instagram make up 20% of the time we spend in front of the screen – this is one in every four minutes
  • 72% of research by potential customers is done via mobile devices
  • and, distraction is 79% lower on phone than it is on TV

This clearly highlights the importance of a mobile presence per se, and the importance of creating engaging and informative content for mobile users. Susann highlighted the 3 key factors to successful campaigns on Facebook: targeting, placement and creative. Especially smart targeting, ie. creating content that fits a specific target group, and video content were highlighted.

Smart payment and conversational marketing

Gerald Gruber from Mastercard talked about another aspect of the mobile era – the future of payment. Due to rapid technological developments, the payment industry faces new challenges and opportunities, leading to the fact that there are currently more than 300 different methods of payments world-wide. According to Gerald, the future will be bound to the developments in the areas of AI and biometrics: from fingerprints, to face recognition and identification via heart rate.

Another important aspect is the power of conversational marketing. Markus Buchner from atms pointed out that messaging apps have surpassed social media networks and highlighted their potential to get in touch with your customers. Engaging with customers via messaging is a fast and inexpensive way of reaching a large audience.

Further topics included mobile storytelling, performance marketing driven by machine learning and the rising importance of mobile research. Ralf Ohlenbostel and Giulia Tobaldin from Zalando wrapped up the event by giving a summary of the most important current trends in mobile marketing, and highlighted the importance of conversational interfaces and Progressive Web Applications (PWA). This was followed by closing remarks from organizer and JMC GEO Josef Mantl.