FIGARODIGITAL.CO.UK
JOHN BERNARD, GLOBAL MARKETING DIRECTOR AT MOZILLA
WEAR NEXT FOR MOBILE?
Q:Mobile is a particular focus for Mozilla. Where, from a marketer’s perspective, do you see the untapped potential in the mobile sector? The growth of emerging markets and, separately, wearable technology. It took 22 years for the fi rst two billion people to get online but it’s only going to take fi ve years for the next billion, many of whom will do so for the fi rst time through their handsets. The untapped potential now and to come is huge. The mobile sector can
deliver platforms and content closer to the user and engage with consumers on an individual basis better than ever before. Real-time, highly targeted communications that help the consumer with their daily life, at work or on their social networks are a big area for marketers to focus on.
Q: What are the biggest changes or challenges you
anticipate in mobile marketing over the next couple of years? The biggest change in mobile marketing over the next couple of years will be with the onset of wearable, connected technology. Global sales of wearable technology are predicted to be over 20 million in 2014 and cumulative sales over the next four years are forecast to be over 350 million. When you consider one billion phones are sold a year, this is a huge new platform for mobile marketing.
In addition to this, a
challenge for mobile marketing over the next couple of years will be keeping consumers’ interest, given the emergence of 4G as a real platform offering fast browsing, quick downloads and a better
40 issue 22 october 2014
JUSTIN BROOKFIELD, MANAGING DIRECTOR AT LOCKER ROOM MEDIA
FROM ONLINE TO NO LINE The mass ownership of tablet
devices along with improvements in
connection speed and user experience on mobiles means that brands can now confi dently invest in traditional offl ine channels to drive audiences online. Whether that’s just to further engage with customers or to stimulate a direct response purchase, digital marketers should now be looking to allocate budget which might previously have been ring-fenced for digital-only media, to more traditional media channels such as TV.
choice for consumers about where they spend their digital life. Content will be king.
mozilla.org.uk
BRANDS CAN NOW INVEST IN TRADITIONAL OFFLINE CHANNELS TO DRIVE AUDIENCES ONLINE”
The opportunity is
for digital marketers to develop into fully rounded above and below, online and offl ine marketing professionals. The challenge for digital agencies, however, is how to position themselves in the
future. One thing’s for sure: in areas such as paid search and SEO, standing still and expecting everything to carry on as it always has isn’t an option.
lockerroomuk.com
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