Mobile World Congress 2016. First Day Highlights
App marketing agency Comboapp shares hottest trends and news from Mobile World Congress 2016 in Barcelona. VP of ComboApp Group Julia Guzunova and Director of Strategy Consulting Dmitry Bondarenko
The event gets bigger and bigger every year, both in terms of number of attendees and the importance of ideas presented. Mobile conquers all aspects of our life and things are changing at light speed. Sometimes it can feel overwhelming to gather and analyze the enormous amounts of data that are generated on a daily basis through mobile. This year’s MWC is not about the future – it is about now – for every team member from senior leadership to development to marketing.
Everything at MWC is on the cutting edge, including technology and marketing strategies, and all these innovations are focused on helping companies plan for their actions in the market, right now.
We won’t talk about how Mark Zuckerberg Helped Showcase Samsung’s Gear VR and other top news stories; we’d rather share some of the trends we see as most impactful from Mobile Media Summit Outtakes:
1. Mobile marketing is all about data
Programmatic marketing is definitely the future of marketing, even creatives are becoming programmatic. You need to send right message to the right person at the right time. The next wave of marketing is highly personalized: it’s 1 on 1, in both content and delivery.
2. Mobile first
This one is not new, although many brands and companies ignore this new paradigm. Facebook generates 80% of revenue from mobile. 60% of sales of UK Shop Direct Group come from mobile. Most brands are starting to realize that mobile should be a priority, if they want to reach users at the right place and time.
Jill Cress from Mastercard says that mobile is at the heart of engaging the consumer. Ross Sleight from SOMO claims that mobile doesn’t replace other media – it works with conjunction with it and augments it.
3. Connectivity of everything
The era of connectivity is here. Toothbrushes connected to your smartphone? OralB presented an interesting case of connected healthcare devices: a new toothbrush that tracks your activity on a smartphone. And if you think this ends in healthcare or toothbrushes, you’d be mistaken – everything will soon be connected in your home, office and everything in between.
4. Voice for multi-screen interaction
There were a lot of comments on the Amazon Echo device – a smart speaker that allows you to control your entire home. Many believe it revolutionizes the way we interact with devices – your voice will eventually drive most of the multi-screen interactions.
5. VR and AR
Virtual Reality and Augmented Reality can help brands create very personal and powerful storytelling, but they are still untapped. Brands can add utilitarian value to a user experience. A good example is 360-degree advertising by Corona, Nescafe and Samsung.
6. Beauty industry facts
An amazing presentation from CMO L’Oreal Spain stresses that “Ecommerce is everywhere commerce”. Did you know that Youtube is the most influential source when people are considering purchasing beauty products? Some other facts on beauty industry:
- 5 billions searches a year
- 45 billion videos
- 160 million beauty addicts on Facebook
- 80% find out about new products online
- The world’s Top 5 beauty Vloggers rack up 3.4 billion views on Youtube