"We are on the cusp," Cary Tilds, SVP and Head of Digital at Team Detroit
said during her keynote at Marketing the Mobile Channel. "We really are," she
added after a brief hesitation. Tilds' said that mobile marketing is incredibly
close to becoming a big business and marketing around mobile search will lead
the way.
Tilds' company, Team Detroit is the official name of a new joint venture that
combined a number of marketing agency WPP's Detroit-based agencies: JWT,
Y&R, Wunderman, Ogilvy and Group M's two media companies Mediaedge and
Mindshare. Because of its location, Team Detroit's biggest client is Ford Motor
Company, which has been particularly aggressive on the mobile front.
With Team Detroit's help, Ford launched four mobile websites during a four
month period last year: Edge, Sync, Expedition and Focus. Ford was particularly
focused on targeting the 28- to 34-year-old demographic and following the
campaigns, the company saw a 114 percent increase in purchase consideration for
that age group. Purchase consideration across all age groups increased 31
percent. Enpocket generated the site-side tracking for the four sites, but Team
Detroit plans on doing all of that in the future.
Tilds admitted to being an iPhone user, but also predicted that the iPhone
and smartphones like it are the harbingers of our mobile future, which she
argued is a trend that will benefit mobile marketers.
"The number of ad impressions between October and December [last year] that
were delivered to the iPhone quintupled to nearly 11 million, while sales of
iPhones doubled during that period," Tilds said.
Tilds said the iPhone had all of the ingredients to enable the success of
mobile marketing: It has the processing capacity, the media applications and the
right screen size. Tilds said those were the three ingredients that phones need
to have in order to encourage mobile content consumption. Since there is a 95
percent correlation between mobile content consumption and usage of mobile
search, Tilds said phones like the iPhone will inevitable open up mobile
marketing to a wider audience. -Brian
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