MGS Summit- Live Blog – Emma Crowe ‘Mobile First Thinking’

emmacrowMobile marketing expert Emma Crowe VP of Strategy and Planning for Somo Digital explains ‘Mobile First’ thinking and how gambling operators can reach their business and operational objectives. The session focuses on mobile campaign strategies and how they can be merged with mobile consumer trends.

Session Summary:

  • Crowe explains why mobile is different to other technologies, innovation in the field of mobile is not led by perfection but by speed. Innovators are thought of as those that can continually push new and constant products through their channels – this is the innovation of mobile gaming -its means that best products may not win at this stage of the mobile technology arc.
  • All digital customers are now ‘super connected’ in terms of connection and consumption with digital products that are converged with one another. Crowe believes that this is to the determent of digital and mobile marketing that is playing catch up with the technology available to the customer.
  • Gaming operators often misunderstand the coverage scale needed in order to convert mobile marketing campaign into an acquisition focused gaming campaign. She is surprised that gaming operators are choosing TV advertising to promote Mobile devices but having no coverage on mobile platforms. Crowe also emphasis the need to use various mobile advertising verticals – not just traditional formats transferred from online such as PPC, display. mobile video and rich media can make big difference to campaigns
  • Operators have to pay attention to blocks that may be impeding or having a detrimental impact on their mobile campaigns. This include looking at App Store and Android placement, reviews and descriptions as many Apps have substantial tail -off when they hit the
  • Session finishes with examples of campaigns that have used mobile technologies such as HTML 5, Mobile Rich Media and mobile Geo location,targetting and registration – examples include Ford,

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