MWC 2015: Mobile is the key to marketing's future

James Hilton.
James Hilton.

The global chief executive of M&C Saatchi Mobile explains why this year's Mobile World Congress has underlined the importance of mobile in marketing

As mobile continues to snatch consumer attention (mobile user attention is disproportionately young) away from other media channels, it is key to understand the correct execution for a brand on mobile.

The flexibility of mobile as a medium lends huge creative license to marketers to deliver the best experience for their customer. For some brands, an app that delivers something that a customer can use is essential. For other brands, mobile can provide the perfect medium to catch a customer before they make a purchase. 

This year, the event demonstrated how integral mobile will be for personal technology in the future. Mobile is the crux on which our lives will rest.

Wearable technology will depend largely on mobile in order to be truly useful. It will become a set of keys for the connected home. When we are out shopping, mobile will be (and has already started to be) the wallet we use to make our purchases.

MWC enables marketers to outline the near future. This year, there is significant attention focused on the next phase of telecoms 5G. With 5G, we will be able to deliver superfast broadband speeds on our mobile devices and this will be significant for brands because consumers will be able enjoy experiences that are currently unfeasible.

For the billions of people who still do not have access, Google and Facebook have cemented their ambitions to spread the Internet to developing countries. In these new markets, mobile is perhaps the only screen for the great majority of consumers.

James Hilton is global chief executive of M&C Saatchi Mobile.

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