The Human Connection and Purpose Driven Strategies are at the Forefront for Top Mobile Marketers [REPORT]

The Mobile Marketing Association (MMA) announced the release of the 2015 Mobile Trends Report. As a retrospective of this year’s best work and most notable mobile strategies, the report reveals a clear and persistent focus by mobile marketers on deepening human relationships and leveraging the best that mobile has to offer to do so.
 
“In our analysis of this year’s winning campaigns from the MMA Smarties Global Awards and Cannes Mobile Lions, there was a consistent trend of marketers using mobile to spark real, human connections—brands using the directness of the mobile channel to demonstrate a deep commitment to their consumer relationships,” said Sheryl Daija, Chief Strategy Officer, MMA. “From something as powerful as driving social philanthropy to as logical (yet meaningful) as ensuring the mobile utility is an extension of a consumer’s life, we saw a real follow-through on values across the industry’s very best work.”
 
Background on the Mobile Trends Report

Developed by the MMA in partnership with Millward Brown, the Mobile Trends Report cross-references case studies from MMA’s Global Smarties and Cannes Mobile Lions finalists (as well as those on the short list) to delineate shared characteristics and identify key trends.
 
Each year it reviews the winning roster across these two coveted awards programs to identify emerging, effective mobile marketing trends and share with the industry what makes the winning work so remarkable.
 
A Closer Look at 2015 Winning Work

While the report indicates that the prevailing theme in 2015 was purpose-driven strategies “rooted in human need,” it also states that the industry clearly has realized the importance of following certain principles and utilizing key tactics to deliver on this proposition. In summary, these successful tactics include enabling two-way conversations, to allow for customization and personalization—as well as keeping a strong focus on social tools. Executions that support interactivity or co-creation and encourage active participation as well as sharing seal the deal. The report also highlights that even the best mobile-led campaigns take an integrated approach, skillfully leveraging other channels.
 
In addition to the marketing trends indicated across this year’s winners, the report shares observations on the state of innovation, in general. Virtual and Augmented Reality, the Internet of Things and the more creative use of Vines and micro-video within storytelling on the platform are other emerging trends of note.
 
“Looking at this year’s winners,” says Joline McGoldrick, Vice President of Research, Millward Brown, “we see brands stepping outside themselves to connect on a human—and often a philanthropic—level by leveraging new experiential and immersive innovations. These advances allow brands to get closer and deliver more personalized content to their audiences than ever before.”
 
To download report CLICK HERE.