Mobile Marketing Committee

Please note that the Mobile Marketing Committee no longer exists on its own; it has been folded into the Digital & Social Committee.

Mobile has exploded! There will be 10 billion smartphones and tablets on earth by 2016, according to a recent research report from Cisco, far more than the United Nation’s projected human population of 7.3 billion people. The development of new mobile technologies has created enormous opportunities, providing marketers with the ability to engage their customers anywhere at any time. However, although mobile marketing is a rapidly growing area, marketers are faced with issues such as the inability to have metrics to prove ROI and the lack of understanding of mobile marketing within their organization.

The Mobile Marketing Committee is for members who lead mobile marketing and/or initiatives at their organizations. We will drive industry thought leadership, share best practices and expertise, and facilitate discussion and topics to inform better decision making. The committee will provide a forum for members to elevate themselves and their respective organizations via interaction with their peers as well as an outside perspective from invited guests.  

This committee helps program the annual ANA Digital & Social Media Conference, next planned for July 15-17, 2015 at Terranea, Rancho Palos Verdes, CA. Click here for the 2015 agenda.

Committee Chair: Jack Haber, Vice President, Global Advertising and Digital, Colgate-Palmolive Company

Discussion Topics

• Standards in the mobile space
• Value/Measurement and ROI
• Internal Structure
• Mobile Shopping
• Best Practices on Managing Mobile Marketing Agency Selection and Ongoing Relationships
• Privacy and Security Issues
• Location-Based Programs
• Mobile Payment Innovations
• Using Mobile Marketing to Enable Social Media and Gaming Platforms

Leadership Initiatives

Optimizing Integrated Multi-Screen Campaigns Survey
This survey was conducted by ANA in partnership with Nielsen. Integrated multi-screen campaigns are defined as campaigns that have the same set of marketing objectives and run during a similar timeframe across two or more screens, including TV, computer, tablet, mobile phone, and digital place-based media. The objectives of this survey included assessing the importance of integrated multi-screen campaigns, evaluating the metrics used to measure their success, examining the attributes that can lead to increased spend on multi-screen campaigns, ascertaining the importance of the different screen types, and determining the ad formats best suited for integrated multi-screen advertising.