What’s On

5 key takeaways from MMA Forum Singapore 2014

The annual Mobile Marketing Association Forum (MMA) Singapore 2014, held on May 22, 2014 in Singapore, witnessed over 250 delegates representing the mobile marketing ecosystem in Asia Pacific come together to discuss the future of the business.

#1 Mcommerce is here
At the forum, Facebook’s Managing Director for Asia Pacific, Myungjo Choi, discussed the trends impacting mcommerce with examples demonstrating how mobile marketers in the region have used mobile to increase visibility for their business, and capitalise on trending events. He also urged marketers to be thoughtful in their use of the mobile channel and to push for creative that is both of high quality and highly relevant to target audiences.

#2 Relevance sacrosanct
Relevance and contextualisation was a key theme that emerged throughout the day’s discussions. In another session, Dr. Beverly Harrison, Principal Scientist in Mobile at Yahoo! Labs, provided a number of insights into how mobile is shaping the consumer’s daily technology and content consumption habits, gleaned from Yahoo!’s forays into delivering personalised content to consumer’s on various screens.

#3 Attention to context
Daniel Rosen, Global Chief Executive Officer, Joule also touched upon the need for advertisers to understand the users’ context in more detail in order to deliver truly impactful experiences, arguing that brands need to harness the power of technology and data to tell stories across multiple screens.

#4 Create the wow moment
Barney Loehnis, Head of Digital, Asia Pacific, Ogilvy & Mather, made the case for marketers to use a design-led service approach and create a ‘wow’ moment for their customers during their interactions with the brand.

#5 Learning by doing
The day concluded with a fireside chat in which MMA Asia-Pacific’s Managing Director Rohit Dadwal took to the stage with MMA Chairman and Unilever Vice-President of Media – Asia Pacific, Middle East, Africa, Turkey, Russia, Rahul Welde in a Q&A session on the FMCG giant’s people-first marketing strategy and ‘learning-by-doing’ approach to mobile.

“I would like to thank our speakers, sponsors and delegates for sharing their insights and expertise with us and making the event a great success. As mobile becomes the primary screen for many consumers, it holds the key to more meaningful consumer engagement. In addition, as evidenced by the millions of dollars’ worth of transactions completed over mobile, consumers also use mobile devices as a decision-making tool making it all the more important for brands to invest in the medium,” said Rohit Dadwal, Managing Director, Mobile Marketing Association Asia Pacific.

During the event the MMA also announced the opening of submissions for the Association’s mobile excellence awards program, SMARTIES APAC 2014. The winners will be announced on September 5, 2014 in Singapore.

Noor Fathima Warsia

A veteran journalist in the Indian marketing, media and advertising fraternity, Noor Fathima Warsia took on the role of Group Editor -– APAC for Digital Market Asia in May 2013. Noor has focussed on tracking trends and developments in the Indian media industry.