Relevance the key for mobile marketing: MMAF

Entitled ‘Smarter Tomorrow’, the forum, which started yesterday (24 April), included speakers like Marcel Fenez, global leader entertainment & media at PricewaterhouseCoopers; Srikanth Raju, head, ecosystem, APAC at Nokia; Todd Paris, general manager, specialist sales, Asia and Americas at Microsoft Advertising as well as Nick Seckold, head, digital, Asia Pacific at Mindshare Asia.

Fenez noted that consumers are willing to pay for content, and that they are loyal to content, not service providers. While collecting data with consumers’ permission is necessary, he added that analysing and using this data is another challenge.

“In the era of GRP's, organisations did not need to collect data and analyse it, now they do to connect one-to-one. Data mining, data security and trust and future proofing content are the key for future success on mobile,” he said.

Raju also reiterated that the next challenge for global local brands is to be relevant to local consumers. “Local relevance of content most important to consumers irrespective of where content is produced,” he said.

For app download, he added that 25 per cent of app downloads globally come from Southeast Asia, with a significant amount of the users using phones that cost below US$100.

The forum also includes presentations on mobile being the new media as well audience and data.