Tech bytes for tea?

Mobile creates engagement at every point in the purchasing funnel for the tech-equipped digitally-savvy consumer of the future. Day 2 of the MMAF beckoned brands to create the “aha!” moment for consumers.

Speakers at the Mobile Marketing Association Forum Singapore 2012

Day two of the annual Mobile Marketing Association Forum Singapore 2012 (MMAF) called for creativity on the part of marketers as mobile takes on a new role in the larger media landscape.

This year’s forum is the fourth time it is being held at the Grand Hyatt in Singapore.

“There is a need to reimagine mobile, creatively and otherwise,” highlighted Barney Loehnis, Head, Digital, Asia Pacific for Ogilvy & Mather.Ashutosh Srivastav, CEO, Mindshare Asia reminded the audience to look at mobile as a central touchpoint, not as a separate platform.

This central position occupied by mobile was reinforced by Michael Bayle, Senior Vice President and General Manager, Mobile, ESPN, who called mobile the bridge that connected fans to all media.

“Integration of other media around mobile helps to create a level of engagement that has always been lacking, letting consumers move effortlessly from online to offline to online,” Loehnis added.The MMAF was sponsored by Amobee, BuzzCity, The Coca-Cola Company, Gemalto, Google Inc., mediba Inc., Microsoft Advertising, Millennial Media, m-Stars, Nokia, Poynt Corp.

It was supported by Infocomm Development Authority of Singapore (IDA), Media Development Authority of Singapore (MDA) and Singapore infocomm Technology Federation (SiTF).

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.