When you pull together some of the the sharpest minds in mobile, retail, finance, and entertainment and invite them to speak their minds on the future of mobile marketing, there are bound to be some great moments.
In case you missed Acceleration 2017, here’s a collection of some of the best quotes from each panel.
“What digital did to analog, identity is doing to anonymity.” – Mike Katz, Co-Founder & CEO, mParticle
“I’ve never seen anyone plan something that goes viral.” – Anthony Saleh, Partner, Wndrco
Physical meets digital
Mobile is revolutionizing “offline” behaviors in a way that desktop never could. This panel discussed strategies and tactics for harnessing physical-to-digital and digital-to-physical opportunities to create new markets, better serve customers, and stay ahead of the competition.
“The way we have to think about space has to radically change. The way that we do that is through technology.” – Paul Jeszenszky, CMO, Breather
“The digital world is starting to invade the physical world.” – Tanner McGrath, Lead Product manager for Growth Engineering, Postmates
“How can we make your life easier, empower you to spend all of your attention on friendships and relationships or work or everything else so that you don’t have to worry about standing in line?” – Josh Williams, Technical Product Manager, Starbucks
As the most “personal” media ever known, smartphones, help us learn and play, connect with the people who matter to us, live healthier lives, and even discover new people, places and things. This panel explored a “day in the mobile life” of the future user and what’s necessary to anticipate and address their needs.
“There’s just a nanosecond between think and do, between awareness and action, between intent and transact. The opportunity for brands and our opportunity in connecting people with brands is how they take advantage of that collapsed moment.” – Julie Fleischer, VP of Product Marketing, Neustar
“We’re really looking at doubling down on storytelling outside the app . . . bringing content one layer further out so people don’t have to unlock their phone and open our app to get value from us.” – Greg Emerson, Mobile Product Manager, The Wall Street Journal
“At first, mobile was just a tool to help supplement experience in meeting rooms. Now, it’s like our customer’s whole experience is very much mobile-first.” – Gerry Brun, Director of Product, Growth & Onboarding, Weight Watchers
Engaging customers for life
The big winners in the mobile era are companies that have mastered full-lifecycle engagement to create amazing experiences for their users that grow richer over time. This panel looked at engaging audiences 1-on-1 at massive scale to engender loyalty, advocacy, and enduring relationships.
“Core product is about building and improving the features of the product; growth is getting people to understand and use and utilize those features.” – John Egan, Engineering Manager, Pinterest
“The computer science of machine learning really is about approximations at massive scale.” – Sridharan Ravichandran, Senior Product Manager, Growth, Soundcloud
“You know that Candy Crush doesn’t miss you, so why would we say that? Avoid passive aggressive tone. Avoid guilt, avoid fake love.” – Matt Widdoes, Director of Performance Marketing, King.com
Building product experiences that stick
What do a pioneering razor company, a global online newspaper, and the leading team communications app have in common? All of them have masterfully blended art and science into a core, intimate experience. This session explored making products that “stick” and how those learnings can be applied to other businesses and industries.
“All product work is anthropological in some way, looking at your users, getting whatever insights you can from that.” – Julia Beizer, Head of Product, The Huffington Post
“When you’re a developer, you’re building a product on a platform. You’re relying on that platform. Sometimes you’re betting your company on that platform.” – Jules Walter, Product Manager, Slack
“For us, that blending between something that is inherently physical and digital becomes really important. Otherwise, we lose that trust.” – David Bakey, VP of Growth Marketing, Harry’s
The modern marketing stack
Technology budgets are shifting from CIOs to CMOs, and with that trend, the numbers of platforms and tools in the average marketer’s stack continues to rise each year. This panel discusseds how the marketing stack of the future will be integrated and organized, and what that means for brands, service providers, and consumers.
“If you have a mobile web team that is measured on conversions on the mobile web, and then a separate app team that’s measured on revenue inside of the app, they’re at odds with each other.” – Mike Molinet, Co-Founder and COO, Branch Metrics
“You need input and collaboration between the product team and the marketing team and in many cases engineering as well. Where we see it work really well is when there’s a central owner.” – Al Harnisch, Director of Strategy, Prolific Interactive
“Unless that email, or web push, is connected to what you did in mobile, it’s just coming across as tone deaf. You can’t have those channels not be fully knowledgeable of each other.” – Bill Magnuson, Co-Founder and CEO, Appboy
“mParticle, Tune, Branch, Appboy, Amplitude. There’s the recipe.” – Peter Hamilton, CEO, Tune
The future of fandom
Modern sports fans don’t just want to watch the game, they want to be part of it. Evolutions in VR/AR, fantasy, and in-game analytics will continue to feed even greater demand. How will teams, leagues, and athletes keep fans cheering? Our panel of sports engagement experts weighed in.
“30 million impressions is a lot, unless you’re an advertiser who wants to spend $70 million.” – Molly Parr, Senior Director, Ad Platform Product Management, ESPN
“The notion of partnerships within the sports ecosystem is huge, because it’s not a unilateral engagement.” – Jillian Burnett, Director of Customer Service, mParticle
“It’s a lot of work to figure out when your favorite team is playing and find friends to go with and buy tickets . . . for us it’s about trying to make that entire process as frictionless as possible.” – Shoji Ueki, Senior Director, Growth Marketing, Seat Geek
How will modern financial companies, enabled by new technologies, address the needs of a new generation of mobile-first consumers? Our panelists discussed how mobile money has, and will, change the world.
“I don’t think there’s anything more that says mobile than a guy driving an Uber trading on StockTwits all day. I mean that’s our new mobile future.” – Justin Paterno, COO, StockTwits
“Younger investors trend towards basing decisions on sentiment . . . they are influenced by the the products that they use, so they love the company as well as the stock. I think that will be good for the future of investing.” – Joel Witten, Head of Data Engineering & Analytics, Venmo
Mobile commerce has reached a tipping point. This panel delves into the mobile acquisition, retention, and monetization playbooks of three of the world’s top eCommerce brands.
“It’s not the first purchase that’s hard, it’s the second — it’s the hardest transaction to get to.” – Jackson Jeyanayagam, CMO, Boxed
“We know people on apps buy more frequently. But is it because they’re a more loyal user, or because the app is a better experience than mobile web?” – Stephanie Chang, Director, performance Marketing, Etsy
“We want customers to have the app, even if they buy on mobile web or desktop, because we think that they’re going to be more loyal if we’re on their home screen.” – Lauren Picasso, Director of Marketing, Jet