From the MMA's Mobile Center of Innovation at the Cannes Lions Festival, the MMA
has released an interactive creative framework on how to build and execute the most effective mobile campaigns. The insights included are the result of an in-depth analysis of over 450 global mobile campaigns, including the winners in the MMA's annual Smarties
Global Mobile Awards Program.
The study explored a number of marquis brands and local innovators with highly successful mobile campaigns from around the world, including campaigns from marketers such as Delta, Dunkin' Brands, Mercedes-Benz, Nike, O2, Samsung, Range Rover, Ray Ban, The Coca-Cola Company, Zyrtec and many more. The analysis examined the innovative mobile creative approaches of successful brands across some of mobile's unique attributes, uncovering key commonalities and differences and revealing five key benchmarks:
The "Brand Activation Remote"
Mobile is the consumer's remote control to activate engagement with your brand. Using mobile as a brand campaign unifier, bringing access, experience and commerce together, is an unbeatable combination to keep consumers constantly connected along the path to purchase. The unique opportunity here is for advertisers to use devices and campaigns to close the loop on prospects and leads, drive conversion, commerce and loyalty and bring brand experiences closest to their consumers.
There is no time like the present
It is said that timing is everything - and mobile brings that to life with the ability to engage and motivate consumers in the present moment and on their terms. From real-time shared experiences to native executions, location-based incentives and dynamic ad serving, mobile's power is that it's personal - (one or more phones per person, it's a personal device); pervasive - (it's with you all day, from first thing in am till last thing at night and at every opportunity for content, information, utility and transaction all day); and proximity (it's always with you and marketers can use location as a predictor of human behaviour).
Across a number of the highly successful mobile campaigns, compelling content was at the heart. Marketers gave consumers unique, shareable and first access content, games, music, stories and collectables. The common thread among all of these was a desired and immersive set of interactions that put the consumer at the center of the brand story. In some cases, the mobile device was actually the unifier across all of a brand's communication platforms, allowing consumers to move freely across and among a brand's assets according to their requirements and on their own terms.
Enable bespoke consumer experiences
When consumers personally connect to some aspect of the brand and tailor that experience to their needs, preferences and tastes, everybody wins. Clearly, some brands are better able to customise than others, but again, results show that the ability to personalise brand communications with relevancy delivers a more meaningful response and depth of interaction. Brands can invite consumers in, make them feel heard and achieve significant impact when consumers can exert their preferences to create their own unique experience with your brand.
A toolkit to get things done!
Brands that can deploy tools on mobile devices that provide utility and save time can win in a big way. The big winners here used tools or calculators (some that learned what consumers liked), tech integrations that provide unique brand interactions or leveraged an ability to transact on the spot. All these enhance the consumer brand experience in a unique and useful way.
"Creativity and innovation are fundamental to brands being successful with mobile. These benchmarks provide marketers and their agencies with a concise framework on how to think more strategically about mobile across the purchase funnel as well as how to leverage uniqueness that only mobile can provide," said Greg Stuart, MMA CEO. "We hope this will stimulate new ideas and help the industry continue to raise the bar on mobile creativity, effectiveness and further innovation."
To learn more and see how these highly successful marketers brought their campaigns to life, please follow the blue carpet on the Parvis and visit us at the MMA Mobile Center of Innovation at the 61st Cannes Lions International Festival of Creativity this week. The MMA is an official sponsor of the event, providing the central hub for all things mobile at Cannes.
About the Mobile Marketing Association (MMA)
The MMA is the world's leading global non-profit trade mobile marketing association comprised of more than 800 member companies, from nearly fifty countries around the world. Our members hail from every faction of the mobile marketing ecosystem including brand marketers, agencies, mobile technology platforms, media companies, operators and others. The MMA's mission is to accelerate the transformation and innovation of marketing through mobile, driving business growth with closer and stronger consumer engagement. Anchoring the MMA's mission are four core pillars; to cultivate inspiration by driving the innovation for the Chief Marketing Officer; to build the mobile marketing capabilities for the marketing organizations through fostering know- how and confidence; to champion the effectiveness and impact of mobile through research providing tangible ROI measurement; and advocacy. Additionally MMA industry-wide committees work collaboratively to develop and advocate global best practices and lead standards development.
Mobile Marketing is broadly defined as including advertising, apps, messaging, mCommerce and CRM on all mobile devices including smart phones and tablets. Members include, American Express, AdChina, Colgate - Palmolive, Dunkin' Brands, Facebook, Google, Group M, Hewlett Packard, Hilton Worldwide, Kellogg Co., L'Oreal, MasterCard, McDonalds, Microsoft, Mondelez International, Inc. Pandora Media, Procter & Gamble, R/GA, The Coca-Cola Company, The Weather Company, Unilever, Visa, Vodafone, Walmart, xAd, Zenith Optimedia and many more. The MMA's global headquarters are located in New York with regional operations in Europe/Middle East/Africa (EMEA), Latin American (LATAM) and Asia Pacific (APAC). For more information about the MMA please visit www.mmaglobal.com