When it comes to mobile, the brands with an edge are those which recognize the need to be aggressive on innovation. Organizational design, processes, and programs must be constantly re-imagined to keep up with the high rate of change across consumer behaviors and technology advancements.

This is a marketing channel very much so in its infancy.

To help, we spoke with marketing, mobile, and brand leaders from a range of content-centric organizations to determine the key trends they are watching and testing.


Content-focused organizations, including media companies and publishers, must demonstrate the ability to drive acquisition and conversion through mobile advertising products for this long-standing revenue stream to remain relevant.

Alison Hadden, Senior Director, Brand Strategy, Glassdoor:

“Programmatic media buying – the process of developing algorithms to automate the purchase of ad space in real time – is one of the most effective ways to acquire mobile consumers, but until now, this form of advertising has not been widely accessible due to the often high price tag. Moving forward, agencies will likely develop their own programmatic systems customized to the unique business requirements of their clients that have the ability to purchase thousands of targeted ads per second, eliminating the human buyer in the middle. It may require additional investment up front, but once advertisers recognize the long-term cost benefits combined with the targeting effectiveness specific to mobile consumers, we should see programmatic advertising become more widely available and at much lower costs!”

Daniel, Brudevoll, Head of Digital Strategy and Analysis, Commercial Dept at Verdens Gang:

“Mobile has in a very short time become the leading digital media, but still mobile marketing is a young marketing channel, where the real effects in many ways have yet to be fully discovered. We therefore think 2017 will be the year of proof. For publishers the primary focus should be building transparent solutions that can be used for the sole purpose of ensuring advertisers that you perform as promised, and that the advertisers money is well spent.

The data access in the mobile channel has grown exponentially over the past few years, and creative agencies have developed well adapted campaign that greatly engage the audience, but the documentation is still lackluster and on a click/impression level. We have conducted a study of 36.000 respondents, that will give us the first answers to “How, why and what” and we think you should to.”


Consumer attention spans continue to decline, and this is seen at a far greater level when it comes to mobile engagement. With email, web, and apps all being accessed through mobile devices, it’s critical to prioritize cross-channel personalization to ensure your total experience and marketing aren’t sending mixed signals. Relevancy, context, and connectivity are all critical to the path forward.

Ronald Van Wijk, Product Manager, Buienradar:

“With the changing mobile ecosystem in coming years mobile marketing more and more will be taken over by content and personal streams from the brand in the environment of the user. Those streams will drive traffic to the brand or serve as the services of the brand all together. Brands must be ready to tune in on the core of the relationship with their customers and build an ongoing personal experience or functional assistent around it to create a personal relationship on a higher aspirational level. This stream will be the noncommercial product service which will have to market itself to become and stay a part of life of the customer.”

Alan Melrose, Digital Commercial Operations Manager, DC Thomson:

“For DC Thomson the challenge for mobile marketing is to ensure that the message is clear and causes as little disruption as possible for the user. From a publisher point of view that means accepting that advertising revenue lines have to be leaner. Speed is essential to maintaining a good user experience and the reality is advertising slows everything down. From a marketing point of view we need to be more creative in terms of getting our message in front of the right people at the right time, knowing the customer in real time is crucial. Cross device user identification and location data will continue to grow in importance; this in turn will be the driver for personalisation which is key to both of goals of selling more products and creating more page views.”

Neil Lustig, CEO, Sailthru:

“Mobile has become the new “digital” for publishers. When the need to respond to consumer engagement shifts emerged with rapid web adoption, publishers did not take the signal seriously. They “knew” their reader and continued to operate from a position on high. When it comes to mobile, many are working to keep from repeating the mistakes of the past, but the key difference here is that mobile is truly a hub, not a channel.

Cross-channel experience management must be a focus for publishers — and quite frankly, all B2C brands. This practice combines cross-channel campaign automation, personalization, and artificial intelligence to deliver a complete seamless, relevant experience for individual consumers. It sounds aspirational, but the reality is that this has to be the strategic goal for publishers to be successful in monetizing mobile, creating loyalty through mobile, and surviving in the long-term.”


Customer-centric experience development requires internal alignment. Organization’s can no longer expect to keep up with consumer expectations — or their competitors — with silos in team structures, data, and strategy. Whether it’s through organizational design, centers of excellence, or other means, brands must be connected from the inside-out to drive results from the outside-in.

Ben Reubenstein, CEO, POSSIBLE Mobile:

“A user who engages with your brand through a native app needs to be taken care of. Having built apps for 9 years that have been featured on the major app stores, I’m amazed at how many brands execute such brilliant campaigns to get users to their apps, but then only to deliver such a weak experience and vice versa. Common missteps include poor onboarding, over reliance on web technologies, and not providing utility to the user. Brands need to maintain their unique voice and feel, but not to an extent that it compromises the user experience. It’s crucial to remember that when a user opens your app, the more familiar the interactions are the better. Also, with onboarding, it is critical to get the right permission, especially when it comes to push. Push notifications are the only time you can communicate with your user while they are not using the app, so be sure to get permission and use it wisely with engaging, rich pushes.”

Mireana Bucur, Mobile Marketing Manager at AxelSpringer:

“I think app marketers will work closer together with the developers. Focus is to increase the user’s engagement which will lead to higher revenues. Also performance and brand should become one “brandformance”-channel for all app marketers.”

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