Mobile, multiscreen experiences need to focus on value

Mobile, multiscreen experiences need to focus on value:

from Sell or Else by Rob Davis




This is an excerpt. Read the full article on MobileMarketer.com
An Ogilvy executive at the 2013 MultiScreen Summit said that marketers need to go beyond simply creating mobile experiences for the sake of hitting a new audience. Instead, the focus should be on the value for consumers.
Executives from Ogilvy, Sid Lee and VML presented a look at how marketers can tackle multi-screen marketing during the “Panel Debate – Screen Wars” session. The session was moderated by Asif Khan, executive director of the Location Based Marketing Association, Toronto.
“The best multiscreen marketing occurs when there is a core drawn between the goals of the marketplace and the desires of the users,” said Robert John Davis, Worldwide Interactive Marketing Director and Director of Advanced Video Practice at Ogilvy, New York.
“What doesn’t work with brands is saying, ‘X percent of your brand is on mobile,’” he said. “Well that’s great, but what are we going to do with that, what are we going to make that something of value other than just saying, ‘That’s your audience.’”
This is an excerpt. Read the full article on MobileMarketer.com