Speakers at MMA’s SM2 conference discuss their strategy for greater mobile investments and engagement
New York, NY, 2 October 2012 The Mobile Marketing Association (MMA), the leading global trade association for the mobile marketing industry, celebrated its inaugural SM2 conference, Smarter Mobile Marketing, with a stellar line up of speakers including Michelle Peluso, Global Consumer Chief Marketing and Internet Officer, Citigroup, as well as David Kenny, Chairman and CEO, The Weather Channel Company. Sprint also used the SM2 stage to unveil an exclusive mobile announcement.
Greg Stuart, Global CEO, MMA, opened the conference referencing the paradigm shift with consumers viewing their mobile devices as a necessity rather than an accessory, “There is no better way to get closer to your consumers than mobile,” said Stuart. “And mobile has the power to fundamentally transform businesses and directly influence ROI.”
Paul Palmieri, CEO, Millennial Media, also echoed the importance of mobile citing that “consumers have the power to declare their preferred screen and with mobile’s proliferation, it is the first screen for most consumers,” regardless of how marketers and advertisers classify the importance of various channels.
Michelle Peluso focused her keynote address on how Citigroup amplifies their mobile investment and why the world has embraced mobile, “42% of smartphones owners use mobile banking and that number is constantly climbing,” said Peluso. She also mentioned with 75% of the world owning at least one mobile device, mobile has had tremendous impact on emerging markets, uplifting the global economy.
When asked why Citigroup invests in mobile, Peluso explained that Citigroup is “committed to providing the best banking process,” which means making the process as simple as possible while expanding business opportunities. Mobile banking users are also more versed with their wallet and, in turn, spend more. With 44% of mobile banking users falling in the 18-29 year old demographic, according to Peluso, mobile has a bright future with younger banking customers.
David Kenny started his address with a milestone announcement; the 90 millionth Weather Channel app was downloaded. Additionally, he provided stats supporting the value of mobile connectivity for the brand, “We had 600 million interactions with Weather Channel during Isaac,” said Kenny, when referencing the spike in consumer engagement during major storms. He also praised mobile for challenging creative and media agencies to work in greater, more fluid collaboration.
Bill Malloy, CMO, Sprint unveiled a new advertising platform that will target and engage consumers in a more personalized way. Dubbed, Pinsight Media+, Sprint is offering consumers a choice on whether their data can be anonymously accessed so that advertisers can deliver better-targeted ads. “Pinsight Media+ is the next evolution in delivering the content consumers want on their devices,” said Malloy. “With Pinsight Media+, brands are able to deliver relevant solutions.”
“Sprint is revamping their marketing strategy to include mobile as a vital communication channel and ultimately transform their business,” said Greg Stuart. “By offering relevant and personalized content via mobile, they will engage in meaningfully interactions with consumers.”
About the Mobile Marketing Association (MMA)
The Mobile Marketing Association (MMA) is the premier global non-profit trade association established to lead the growth of mobile marketing and its associated technologies. The MMA is an action-oriented organization designed to clear obstacles to market development, establish mobile media guidelines and best practices for sustainable growth, and evangelize the use of the mobile channel. The more than 700 member companies, representing nearly fifty countries around the globe, include all members of the mobile media ecosystem. The Mobile Marketing Association’s global headquarters are located in the United States and it has regional chapters including North America (NA), Europe (EUR), Latin American (LATAM) and Asia Pacific (APAC) branches. For more information, please visit www.mmaglobal.com. For information relating to the MMA’s Mobile Marketing Forum series, please visit www.mobilemarketingforum.com.
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