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The Drum Mobile Awards

"I love iCloud and seamless sharing of data across devices" MOMA's judge Ben Salmon talks mobile

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By The Drum Team, Editorial

March 4, 2013 | 3 min read

With the MOMAs (Marketing on Mobile Awards) judging scheduled to take place in April, The Drum will ask each of the judges for some of their own points of view around what is happening within the exponentially growing sector that is mobile.

Here, Ben Salmon, partner at Transcend360 Consulting, discusses the biggest barrier facing mobile wallet adoption, his love for iCloud and knack for getting lost.

In your opinion is there a disconnect between creative and ROI when it comes to marketing on the mobile platform?

Historically there certainly has been with many agencies with a creative focus measuring engagement rather than outcome. For example there have been case studies with an improvement in impression, hits, clicks or followers however the one question which the business needs to answer is ‘how has this contributed to my bottom line?’ - the right questions to be asking are: ‘How many of these engagements have resulted in paying customers?’ and ‘which after 30 days are still active customers?’

What is the main factor in preventing the mass adoption of mobile wallets at the current time?

One of the big barriers is the adoption of a common way/protocol which is available at payment terminals within retailers. There have been some moves towards this with both the payment service providers and phone manufacturers but until there is a common standard so as a consumer I can use my phone anywhere for any type of product there will be a delay in mass consumer payment ubiquity.

What phone/tablet do you own and what do you like / not like about it?

I have both an iPhone and an iPad, however I had the first android called the T-Mobile G1! Remember those. Fun times! I love iCloud and seamless sharing of data across devices. Maps has always been fun, thank goodness for google as I have skill in getting lost!

What is the most exciting development around mobile at the moment?

The location based marketing technology and how this has evolved from simple locality messaging to real time messaging based on location, customer preferences and context is really exciting.

There are 29 MOMA categories covering all aspects of mobile marketing, from apps to innovative use of mobile and user experience to use of video. The awards are open to any UK based individual, agency, company or business producing effective mobile strategies and campaigns. Registrations and entries should be made via the MOMA website by Friday 22 March.

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