With every technological advance, we become more dependent on our phones. We check them when we’re working, when we’re bored, when we’re anxious, when we’re in crowds and even when we’re alone. Smart phones play a disproportionately irrational need in our daily lives and contain all of our most personal wants and needs. We’ve become so attached to them as tools, that we’re all a bit naked without them. Which is why to innovate in mobile, marketers have underestimated a very effective and simple tool—empathy. Rohit Dadwal, MD APAC kicks open the Forum with bytes on why the focus of mobile marketing isn’t about your brand, your product, or your cause but about the user, and how their behavior is your company’s biggest tool in cracking innovative mobile marketing.

Creating Native Advertising that effectively targets niche audiences lead to increase in engagement and deliver lift in Brand Metrics, Purchase Intent and Consumer Action; Learn the astonishing degree of consumer acceptance of native ads, when done right and how to use them to create value for you and your customers.

Mobile is the ultimate disruptor in marketing today. Fast approaching the billion user mark in India, the mobile medium cuts through all segments of consumers and marketers. An estimated one-fifth of rural consumers access mobile phones, but not TV. Video advertising is booming through the mobile medium, and has started to take a big pie out of Television. Increasingly, mobile is becoming a part of most marketing campaigns, if not the center-piece in some, yet the total spend on mobile seems to trail viewership. This indicates a pressing need for standardized measurement for digital, and importantly a UNIFIED approach across mediums. Metrics that were created when the mobile medium was in its nascency are still in practice. Do those metrics serve equally well today? How do mobile marketers measure performance of their campaigns, when being compared to traditional media like TV? How do these mediums synergise? We discuss the advancements made in 'measuring every impression and every user on every medium', to create a level playing field for all.

A vocal note on what defines mobile media, why proximity to purchase is so important in driving ROI and why in the age of shorter attention spans and visual overload, sound is an often overlooked, but critical component of every mobile strategy.

Determining how to best apply all of the data now available can be an overwhelming task for marketers. This session is about seeing the light at the end of the “data” tunnel by quickly learning to identify useful quality data. Advances in cognitive computing are opening entire economic models to automated management. In this session, we will analyze these converging trends with respect to the radical new capabilities they will provide for marketers and the nearly imperceptible impact they will have on customers.

In a country that loves its stories and a young population that is increasingly turning to the mobile as their primary screen for these stories, how do marketers use engaged audiences to build existing brands as well as shape new behaviours?

Media, Content and technology are the three most influential aspects affecting advertising and marketing landscape and to be able to harness the emerging consumer patterns and preferences, agencies must understand the shift and pay attention to market behavior when addressing the needs of their clients. This keynote addresses how a stellar group is managing the growing demand from clients and their consumers complex preference by leveraging content, data, social, e-commerce on mobile?