Mumbrella’s Mobile Marketing Masterclass to tackle metrics, beacons and the future of apps

Australian mobile pioneer Rob Marston will host a metrics panel discussion at Mumbrella’s Mobile Marketing Masterclass in July, featuring IAB Australia’s director of research Gai Le Roy; PwC partner Megan Brownlow; and Nielsen’s head of media industry group Monique Perry.

The Masterclass – which will be held at Doltone House at Jones Bay Wharf on 26 July – will also feature Matthew Gain, country manager ANZ for Audible, presenting a session on Creating, Building and Maintaining a Mobile Brand Utilising Mobile Marketing; and Andrew Banzas, QBE Insurance’s mobile applications specialist who will present Future of Apps: 270 Billion Reasons for Marketers to Get Involved.

Marston noted that despite the meteoric rise of mobile spend, measurement remained “the Achilles’ heel of the growth of mobile”. The panel discussion, he said, will help provide guidance on how best to do it – and the mistakes to avoid.

Gain will provide a perspective on how mobile has evolved from an add-on to an essential part of connecting with today’s consumers. He will share how being a nimble part of the Amazon ecosystem allows the Amazon-owned company to forge new ground with the mobile consumer and thoughts on where this may be heading.

Banzas’ session will cover why marketers need to get involved with apps, particularly as 88% of consumer time on mobile devices is now spent within apps. Additionally, in 2017, it is forecast there will be 270 billion downloads of apps globally.

Nathan Dunn, CEO of BlueCats will tackle beacons and why they have been hailed as the missing link between mobile and the physical world.

Marston said the Masterclass was important because too many marketers and brand managers were behind the eight-ball when it comes to mobile.

“Mobile is the first channel in the history of media where consumers have been significantly ahead of brands,” he said. “If you had a room of 100 marketing and brand managers, if you asked them to put up their hand and said ‘Who’s nailing mobile marketing right now?’ – I think you’d get a very weak show of hands,” he said.

In particular, he noted the digital duopoly of Facebook and Google, had led to laziness within some brands and agencies.

“[Too many people think] ‘We’re doing Facebook and we’re doing Google and therefore we’re doing mobile’. And my criticism against this is, it’s a lazy way to do mobile because you’re just doing it by default.”

For more information on Mumbrella’s Mobile Marketing Masterclass and to buy tickets, please click here.


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