The tech-equipped digitally-savvy consumer of the future is the key to a smarter tomorrow, found delegates to the MMAF on the first day of the two-day seminar from 24-25 April 2012.
Mobile Marketing Association Forum Singapore 2012
Some 300 delegates and speakers gained new understanding of the importance of mobile, the central position of the consumer, and the use of mobile for brand-building.
“Consumers will be less concerned about the distinctions between mobile and digital and Internet, but will simply operate within a converged space,” said Guest-of-Honour, Mr Michael Yap when he delivered his Keynote Address. Mr Michael Yap is Deputy CEO, Media Development Authority of Singapore (MDA).The future of mobile marketing were discussed against the changing digital media landscape of today.
Closely focused on evolving consumer behaviour in the current technological environment and how brands and marketers can engage, inform and influence them, the first day of MMAF offered industry the chance to identify market trends that will shape a smarter future.
Industry and media leaders such as PricewaterhouseCoopers, Google and Nokia presented topics themed around “A Smarter Tomorrow” at the Grand Hyatt in Singapore.
The presentations highlighted how the development of the mobile marketing and advertising industry is contingent on a deeper understanding of tech-equipped digitally-aware consumers, who have come to understand and shape the new emerging media.
“There may be low-end devices, but there are no low-end consumers,” said Srikanth Raju, Head, Ecosystem, APAC, Nokia, referring to how all consumers want compelling experiences, regardless of the device. The next talk was by Marcel Fenez, Global Leader Entertainment & Media, PricewaterhouseCoopers, who eschewed a discussion of technology in favour of talking about what consumers want in terms of content and how they behave.
Against the backdrop of an informative video that included candid comments from consumers from all over the world, Fenez explained that consumers take technology as a given, and that they are more interested in content than in channels.
