Keynote

Chris Murphy, Director, Digital Marketing, adidas US

• Adidas very active in the mobile space
• Why Mobile?
  • The third screen is first in users
  • youth spend 8x more on mobile than music
  • mobile is an addiction
  • brand favoribility goes up considerably due to mobile campaigns
  • there still is a lack of reach
  • there is still a lack of measurement relative to the rest of the digital space, but there is still a decent amount of metrics
    • knows enough that it is still attractive
  • mobile has to be integrated as part of a larger campaign
  • Participation is the new engagement
  • • think qualitative, not quantitative audience
  • mobile is easy to integrate
    • one click, on the go access
  • Relatively inexpensive compared to traditional media
  • mCRM
    • Mobile CRM- How do you have an extended conversation via mobile?
      • mobile campaigns, much like social campaigns are conversations