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Mobile Stephen Dart, Found

“The importance of Mobile as a vehicle for sales and brand awareness is now beyond compare and it’s imperative that all advertisers take notice of the opportunity that’s before them. The fact that Google Mobile searches have increased tenfold in two years is

proof enough, whilst a recent study by Google itself found that 67% of consumers were more likely to buy from a Mobile-friendly website. Worryingly though, it also found that even if a customer liked a company, half would use it less often if their website wasn’t Mobile-friendly.”


tephen Dart has worked in Digital Marketing for nearly 15 years, initially launching a Web Design agency that morphed and expanded into a Search agency covering all areas of Paid and Organic

as Hoseasons,

Search for such clients Sony Consumer

Electronics and Motorola. As a highly experienced sales professional, Stephen now leads Found’s sales strategy; managing the Found sales team and the rolling out of the agency’s existing and new-to-market service offerings and toolsets.

What more can you tell us about Found?

An award-winning Digital Marketing agency based in London, Found specialises in Paid Search, Search Engine Optimisation, Social and Mobile Marketing.

With our ethos firmly centred around the risk and reward model of being paid on results, our results- obsessed team is passionate about masterminding highly effective performance-based marketing campaigns which push the boundaries to drive quality online traffic for all of our clients including Red Letter Days, RAC, Premier Inn, London Capital Group and the Post Office.

People are the heartbeat of our business and, therefore, our flexible, personal approach, coupled with our passion to always deliver the best results, ensures that we build our services around clients’ targets, demands and budgets to offer the most cost- effective and scalable solution in the market.

Can you explain the scope of Mobile Marketing and its value to businesses?

Mobile’s meteoric rise as a ubiquitous platform has already brought a 157% increase in adspend year-on- year, yet there’s so much more innovation to come as we respond to Mobile’s ability to reach consumers at unique times and in unique places.

Sophisticated technological advancement, tethered with consumer hunger for continuous software and hardware development, offers an enormous opportunity for advertisers to obtain real business advantage. Barclays, with their Mobile Banking app and wrist PayBand, are leading the way, whilst our client, London Capital Group, is also seeing more and more new users engaging via Mobile. Couple this with 46% of 18 – 34 year olds viewing their mobiles as their primary screen, there’s no denying the channel’s importance and its absolute integration into modern- day life.

We’re also witnessing exponential growth in multi- screen usage as consumers’ ability to navigate, jump and share across devices opens endless opportunities for progressive advertisers to cultivate clever cross- screen strategies. Recent statistics equally show that three-screen campaigns are now 90% more effective in generating brand recall so the ‘multi- screen revolution’, whereby consumers watch TV, check their work computer for emails, tweet on their tablet and text on their phone, is one of the biggest opportunities for advertisers to show their adaptability and aptitude to grow revenue from this key purchase and awareness driver.

However, new research from Econsultancy shows 39% of all UK advertisers have not even optimised their website properly for the channel!


How can companies measure the efficacy of their Mobile Marketing strategies?

Multi-device journeys require test-driven insight to truly understand the value of Mobile traffic. Having clear objectives for every Mobile campaign is obviously key, but so too is the ability to properly measure the results to then define the strategy going forwards. Understanding which purchases would or wouldn’t have happened had there not been an initial Mobile visit gives an advertiser an upper hand for not only building an effective campaign but for measuring

return and maximising spend. Localised tests with control groups are equally a great way to measure the incremental increases derived from Mobile activities.


How can companies get the most from Mobile Marketing in 2014?

If 2013 saw the rise of Mobile, then 2014 will also be the year of Mobile supremacy and, specifically, the year in which it successfully bridges the gap between online and offline engagement.

Up until now advertisers have viewed Mobile as part of their marketing strategies, but during 2014 we will start to see Mobile becoming the main marketing channel for many campaigns.

Whilst Ecommerce is generally still playing catch up, scratching its head as to why Mobile traffic isn’t quite converting as expected, new ad formats will continue to emerge. Video ads, specifically, will further evolve and the real-time bidding ad platforms will enable Mobile to lead the way for future advertising.

The evolution of in-app advertising and the

integration of the device-agnostic Video channel are two perfect examples of how innovation will lead. The fact that 90% of all data that reaches the brain is visual should never be underestimated. With Mobile Video click-through rates almost tripling year-on- year, the importance of developing device-aligned content, instead of simply re-purposing TV or online ad formats, is now crucial.

The challenge will be how advertisers can optimise to new models, redefine content and find the niches in which Mobile users convert really well.




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