Lessons from Digiday Mobile

Last week at Digiday Mobile Los Angeles, an event focused on the future of mobile
marketing, Leapfrog Online had the opportunity to share our point of view on
mobile, and to discuss the strategies that continue to drive mobile success for our
clients, including fellow participant Rob Roy, Time Warner Cable’s VP & GM.

Without question, mobile marketing requires an entirely different mindset than
ever before. Contrary to what some believe, this newer communication channel
cannot be treated simply as a poor imitation of a desktop interaction. Instead,
mobile represents a new way to interact with and engage consumers, and it’s no
secret that today’s shoppers are actively seeking out savvy brands that allow them
to take action—quickly, easily, and simply—on their mobile devices.

Smart agencies have already found ways to move far beyond “engagement” in
the mobile market. Creating the right experience at the right time for mobile
consumers not only drives purchases—it creates a long-term relationship by
demonstrating that you understand and you’re committed to delivering on what the
consumer prefers. As Leapfrog Online EVP and Digiday Mobile panelist Cass Baker
explained last week, “Mobile success boils down to listening, truly listening to and
understanding the consumer, and staying focused on their needs in the context of
one marketing or sales goal at a time.”

While many brands and industry leaders spoke about the impact mobile likely will
deliver in the coming year, Time Warner Cable took a decidedly different point of view. As Rob Roy explained at the event, “Mobile is not just a rising star in our
digital strategy. It’s already a key driver of business results for the brand.”

Over the past five years, Leapfrog Online has leveraged mobile marketing strategies
to deliver staggering results, as measured in hard metrics (sales revenue). While
many in the industry are talking about what’s broken or what’s limiting mobile from
further growth, we are moving forward with what’s already been proven to drive
ROI.

We are grateful for the opportunity to present our mobile success stories at last
week’s terrific Digiday Mobile event. Thanks to Rob Roy, Cass Baker, and all
the presenters and organizers who made the event educational, inspiring, and
enjoyable.