It is always great to hear what the big boys have to say about the mobile world. Therefore, we were especially excited about Sir Martin Sorrell´s (CEO of WPP) speech at Mobile World Congress this year.
Here are a couple of the highlights:
Here are a couple of the highlights:
- WPP sees huge potential for retailers and consumer brands to benefit from apps that tap into location and commerce. "Location targeting is the holy grail that we as advisers on behalf of our clients are looking for."
- "Applications will be a significant opportunity for retailers to open another virtual shop, with the added benefit of it being in consumers' pockets when they are out shopping."
- "Apps will always offer some features that mobile sites cannot, while remaining popular for regularly accessed content such as news, weather and train times."
- "It is likely that mobile apps will be the fat part of the curve in terms of usage, whereas the mobile internet will be the long tail."
It was refreshing to hear someone speak about the balance between apps and mobile websites, considering that marketers frequently take for granted that one will kill the other in a few years. Golden Gekko has always believed that they are complementary and don't compete. We recommend our clients consider both channels, depending on target audience, richness and purpose.
The speech also highlighted that the industry is still in its fledging stages and major advertising groups such as WPP have barely dipped their toes in mobile yet.
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