Leapfrog Online’s Cass Baker Talks Mobile Marketing with Crain’s Chicago Business

In addition to speaking today at the Mobile Marketing Association’s Forum in New York with Time Warner’s VP and GM Rob Roy, Leapfrog Online’s EVP Cass Baker was featured in Crain’s Chicago Business, talking mobile and tablet marketing in the weekly Chicago tech report, “Silicon City.”

In the article, Cass explains how tablets are changing the mobile marketing game for Leapfrog’s telecommunications clients, as well as clients across our industry portfolio. “Tablets are emerging hard—we crossed the 25 percent mark in penetration within about 19 months of their introduction,” Cass explains. Because of the quick growth of tablet usage and, more importantly, the almost overnight shift of tablets from “shopping devices” to actual “purchasing devices,” many marketers didn’t make room in the budget for the now critical spend required for tablet optimization. “The marketing world,” states Baker, “is having a tough time catching up to the consumer movement.”

Part of adjusting to the tablet audience is adapting to new consumer trends, like tablet users becoming Sunday buyers. “Sundays, specifically, have always been shopping days but not necessarily buying days,” Cass says. “…Suddenly consumers are saying they want to buy on Sunday. If you’re not listening to that, you just blew it.” By investing in Sunday call centers, Leapfrog Online captured and sustained Sunday as the top tablet conversion day behind Monday for our clients.

As mobile marketing continues to change and evolve with new devices, being able to adapt and deliver a device-specific user experience is crucial to staying ahead of the curve. “…If you aren’t looking at the closed loop to understand how all the pieces of the consumer experience fit together, you’re missing a pivotal opportunity.” By finding key insights in mobile marketing and responding accordingly, Leapfrog Online has helped telecommunications clients like Time Warner see game-changing success in mobile sales.

Is your mobile solution providing device-specific insight?