The session, in partnership with AppsFlyer and Replug, provides attendees with a platform to delve deep into crucial aspects of mobile and app marketing, ranging from data privacy to user engagement and retention.

Secure your place at the Mobile & App Masterclass

Other topics to be discussed also include app store optimisation, user acquisition and analytics, with Ali Mehrabiyan, Senior Digital Marketing Manager at Vinted, also sharing his expertise.

Mehrabiyan joined the resell platform in April 2021, as Performance Marketing Manager, before being promoted to his current position in January 2023. Before this, he held the position of Digital Marketing Manager at Crealytics, a role he held for just under two years.

Commenting on the Masterclass, Mehrabiyan said: “I look forward to sharing our latest experiences, challenges, and best practices in UA and re-engagement. See you soon.”

Where is the Masterclass?

The Mobile & App Masterclass takes place on the 24th of April 2024 at The Annex, Techspace Eiswerk, Köpenicker Straße 40 – 41, 10179 Berlin, Germany.

Timeline of events

9.00 am- 9:30 am– Check-in & Welcome

9:30 am – 12:15 pm- Expert Presentations & Roundtable Discussions

12:15 pm – 12:45 pm- Keynote Presentation and Q&A with Ali Mehrabiyan

12:45 pm– Closing Remarks and Lunch

Reserve your place

The Future of Mobile Festival is a series of exclusive events with a limited number of places. Join professionals from the mobile marketing industry for a valuable and collaborative masterclass.

Secure your place now. 

The post What to expect from Future of Mobile Festival’s Mobile & App Masterclass? appeared first on Mobile Marketing Magazine.

As a result, the 30-second creative, directed by One Represents photographer and director Billie Scheepers, follows the emotional journey of a family embarking on their second pregnancy, sharing their enthusiasm with their firstborn daughter.

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Produced in collaboration with full-service boutique agency 3Sixty Creative, the first burst of this new ad campaign will feature on major TV channels such as Channel 4, E4, ITVX and Sky.

This will run alongside an extensive, ongoing marketing presence with parenting and lifestyle press, online and sampling activity, as well as outdoor advertising.

Vitabiotics CEO, Tej Lalvani, said: “Vitabiotics Pregnacare has been a cornerstone of safeguarding maternal nutrition for over three decades and is the brand most recommended by midwives and most trusted by mums.

“Our new TV advertising campaign aims to capture the emotional journey of pregnancy while highlighting the important role Pregnacare plays in supporting expectant mothers throughout every stage.

“We’re proud to continue our legacy of providing caring, expert nutritional support to growing families, both across the UK and internationally.”

Scheepers added: “Our aim with this campaign was to capture the authentic essence of the pregnancy journey, showcasing the profound moments that expectant families experience.

“Through our creative direction, we aimed to demonstrate how Pregnacare supports expectant mothers every step of the way, ensuring a holistic approach to maternal health.”

The post Vitabiotics launches TV ad for Pregnacare appeared first on Mobile Marketing Magazine.

Q: How has LinkedIn evolved as a key platform for brand marketing, especially in the professional space?

“We now have more than one billion members across the globe who come to LinkedIn to connect, learn, sell and get hired, and our growing professional community presents a huge opportunity for brands and businesses to reach and engage their audiences. 

“Our rich professional data including job title, industry, seniority, geography and skills, is our superpower and makes it easy for brands to segment and reach audiences with precision, including decision-makers and C-suite executives.

“We’re constantly innovating our ad formats, products and services to help brands reach audiences in new and engaging ways.  For instance, recognising the need for brands to authentically communicate at scale through real-life advocates and build brand equity, we recently launched Thought Leader Ads – to enable companies to sponsor content from employees, executives, and members. 

“We’re seeing brands bolster creative campaigns on LinkedIn which is exciting to see. We know that proving the impact of marketing on the bottom line is one of the biggest challenges facing marketers today, and to help we’ve launched new measurement tools such as the Revenue Attribution Report that enable marketers to build financial fluency and communicate effectively with the CFO.

“As a brand, we’re also setting an example for what creative campaigns for a professional audience can look like. Our recent ‘LinkedIn Knows How’ campaign aimed at Gen Z professionals, is an example of how brands can connect with professional audiences by building relevant and relatable content.”

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Q: How important is authenticity in brand storytelling, and how can brands maintain a genuine connection with their audience on LinkedIn?

“It’s critical for brands to have an authentic connection with audiences, tapping into real pain points and the external environment – that’s how you build trust and relevance. My team has recently done this in our latest campaign that targets Gen Z and those starting out in their careers.

“We wanted to build a memorable brand film that heightened those everyday feelings we have all experienced at work, such as trying to understand workplace jargon and the hesitancy to ask for help. 

“We tapped into the human truth that it can be impossible to know where to start, with a view to helping them grow their careers during a period of time in which the world of work was changing so quickly.

“Alongside the TV spot that we developed with our in-house creative team, we also partnered with creative agency, VCCP to create a live activation: ‘Know-How To Go’ coffee truck with a twist.

“Gen Z are famously the microlearning and coffee-culture generation so the idea was for us to use this as an opportunity to create a genuine connection with them in real life, whilst they dive into a career-boosting chat over a cup of coffee, and enjoy some easy learning on their daily commute. 

“Alongside this, we shared practical advice on LinkedIn through expert, influential voices to build a direct connection to our audience.”

Q: LinkedIn caters to a professional audience, how can brands tailor their messaging to effectively resonate with this demographic?

“Emotion, storytelling, and authenticity are all factors which are crucial but often overlooked when communicating with professional audiences, resulting in a brand that may feel unmemorable. For brands to stand out and become top of mind, it’s important to be bold and dynamic.

“One of the pitfalls we often see from brands is that they “over-correct” to cater to a professional audience. This group accounts for over 25% of the population in the UK, and general workers account for over two-thirds, so we recommend still thinking about human-to-human mass communications.”

Q: What role does thought leadership play in brand marketing on LinkedIn, and how can brands establish themselves as industry leaders?

“Thought leadership is a powerful tool in brand marketing, which enables brands to share valuable industry expertise and build trust and credibility – ultimately helping them to humanise their brands. 

“The brilliant aspect of our platform is that it democratises thought leadership and allows anyone to share their views on a trusted platform. 

“In terms of industry leaders, we’re seeing a diverse range of influential voices including entrepreneurs, industry experts and C-level executives coming to LinkedIn to share company news exclusively on the platform, including product innovation announcements, mergers and acquisitions, and company earnings.

“We are seeing a 9% year-over-year increase in the number of posts from C-level members, and these posts range from company updates and workplace policies to behind-the-scenes at industry events, meetings, and work trips, offering a glimpse into the organisation’s culture and boosting the company’s employer brand. 

“By putting executives at the heart of corporate strategy on LinkedIn, companies are building greater brand equity with customers and employees.”

Q: What are some current trends in brand marketing on LinkedIn, and how can brands stay ahead of the curve?

“One of the audiences that most brands are focused on today is Gen Z – including their buying behaviours, lifestyle choices, learning habits, and outlook on their careers. 

“They are the fastest-growing audience on LinkedIn, and this is why we launched our new brand campaign specifically for this group. A key trend we picked up alongside developing our campaign was the intergenerational differences we are witnessing and the need to address generational gaps in the workplace, and we expect this trend to continue to be front of mind for professionals and brands.

“In addition to Gen Z, unsurprisingly, AI is here to stay as a topic, and it’s an exciting time to see how marketers will continue to leverage AI tools in their day-to-day jobs to be more creative and productive. To uncover new trends, we always suggest to marketers to follow key thought-leaders, and pages on LinkedIn, or to follow LinkedIn News to stay ahead of the curve.”

Q: Are there any specific industries or sectors that you’ve observed achieving notable success in their LinkedIn brand marketing strategies? 

“We’ve partnered with some of the biggest brands in the world including Dove, Headspace, and Virgin to create authentic brand stories and to lead the way in how you can build powerful B2C campaigns on LinkedIn. Like these campaigns, notable successes on LinkedIn have come from smart thinking on how you can use the platform creatively to drive a bigger impact amongst our 1 billion members.

“In B2B, Santander’s ‘Connections’ ad featuring actor Brian Cox, is a great example of how B2B companies are investing in building creative, memorable, and innovative campaigns to build their brands.”

Q: How can brands foster a sense of community and encourage meaningful engagement among their LinkedIn followers?

“A big tip for brands who are looking to create community amongst their followers is sharing your views, insights, and knowledge regularly. 

“Consistent posting helps build trust, fuels deeper levels of engagement, and keeps your audience coming back for more insights. It’s also important to vary your content – video continues to dominate LinkedIn as the top format, so experiment with long or short-form posts, videos, and visuals to bring your insights or brand message to life.

“As brands look to leverage executives as thought leaders, it’s important to support leaders with guidance and training to cultivate a distinctive voice. Encouraging executives to share personal anecdotes and speak authentically around topics like leadership, company culture, company values, and work-related content can help organisations humanise their brands, reach a wider audience, and build an engaged following. 

“Ultimately, people trust people, and this is a key driving insight to building community and driving meaningful engagement.”

The post Q&A: LinkedIn UK Head of Brand Marketing Zara Easton on Gen Z engagement strategies appeared first on Mobile Marketing Magazine.

Taking place in London on 23 April 2023, marketers will gather to share insights, tackle challenges, and explore the latest strategies shaping the social media and influencer marketing space.

The Masterclass is open to senior marketers from leading brands, offering a valuable opportunity to gain actionable insights, network with industry peers, and stay ahead of the curve.

Register now to secure your spot at Masterclassing’s in-person Social and Influencer Marketing Masterclass

Attendees will also hear from Peel, who has been with the Red Carnation Hotel Collection since 2021.

She joined the hotel giant as its Social Media Manager, a position she held for over two years before being promoted to Head of Social Media in June last year.

In her position, she specialises in global team management, strategy, social-first content creation and talent and influencer management for all 18 RCH properties.

She joined the group from The Lifestyle Agency, where she held the positions of Junior Digital Manager and Digital Account Manager.

Prior to this, she held the position of Content Producer at creative studio, Small Fry.

Location

The event takes place on 23 April 2024 from 9:00 am – 12:45pm at the Royal Society of Chemistry, Burlington House, Piccadilly, London W1J 0BA

What to expect?

Snappy expert presentations: Kickstarting the event, expert speakers will deliver concise, 10-minute presentations, offering valuable insights into cutting-edge social media and influencer marketing strategies and trends.

Intimate roundtable discussions: Following the presentations, attendees will join expert-led roundtable discussions, each lasting 20 minutes.

During these sessions, participants will have the chance to dive deeper into specific topics, ask questions, and brainstorm solutions to their most pressing digital challenges.

With a new expert joining each table, attendees will gain diverse perspectives and valuable insights.

Partners

Social and Influencer Masterclass is in partnership with social media management platform, Dash Hudson and influencer marketing and analytics platform, WeArisma.

Register now to secure your spot at Masterclassing’s in-person Social and Influencer Marketing Masterclass

The post Who is leading the discussion at Masterclassing’s Social and Influencer Masterclass? appeared first on Mobile Marketing Magazine.

According to search-driven content agency No Brainer, which surveyed 500 UK marketing decision-makers, 17% said search engine updates and volatility were the biggest challenge for 2024.

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This was closely followed by in-house skills and up-skilling (16%), anxiety about being replaced by AI (16%), landing media coverage relevant to target customers (15%) and attribution and ROI (15%).

Other challenges included maintaining and growing visibility on search (15%) and market and competitor activity (14%).

However, despite many are AI-induced anxiety around job security, 14% of those surveyed revealed another challenge of the year is understanding about AI could be used.

No Brainer, Managing Director, Gary Jenkins said: “Search, marketing, and PR are industries that have always experienced volatility and change – it’s something many of us working in these industries are used to, and embrace. However, in recent years this seems to have hit new levels and that doesn’t seem to be going to change any time soon.

“There’s a huge amount of complexity and convergence in marketing now, and what agencies like us have to do is help marketing and PR leaders adapt to the shifting landscape in new ways – managing and mitigating the risks, but also seizing the opportunities there for the taking.”

He added: “In an industry historically blighted by burn-out and poor mental health, it’s so interesting to see the threats posed to marketers’ careers by AI is adding another complex layer to those challenges.”

The post Data: Marketers face AI-induced anxiety around job security appeared first on Mobile Marketing Magazine.

In partnership with McCann Manchester, the campaign runs across TV, OOH, audio, connected TV, digital TV, social media and in-store activity, alongside featuring on lead spots across Heart and Smooth FM.

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The brand platform, which has been developed for over nine months marks the next step in the company’s transformation journey.

So far, the retailer made a £35 million investment to lower prices across its product range and a wider size offering across its site, which also includes third-party brands.

The campaign will also boast a range of celebrities including Josie Gibson, Zoe Hardman and Dev Griffin, who will al celebrate the reality behind family life.

Matalan Chief Customer and Omnichannel Officer, Ali Jones, said: “Life for so many families has always been a fabulous but frantic juggling act often filled with difficult trade-offs. Right now, it’s harder than ever. We’ve spent time getting really close to our customers and understanding them more deeply.

“Through this campaign, we want to show those families that we get them, and we’ve got them – with a choice of stylish products at great value and a hassle-free shopping experience that fits their lives.”

McCann Manchester, Executive Creative Director, Imogen Tazzyman, continued: “We’re absolutely buzzing to get our new Matalan work out into the wild.”

“None of us enjoys watching those picture-perfect lives that don’t look anything like our own, so it was an absolute delight to work with the team to bring to life an idea that embraces family life in all its glory”

The news comes as Matalan recently became the first UK retailer to launch a Generative AI (GenAI) tool to create its product descriptions.

The post WATCH: Matalan launches multi-million brand campaign in latest value push appeared first on Mobile Marketing Magazine.

Combining new Sponsored AR Filters with its existing Sponsored Lenses (pre-capture AR), the move gives marketers an even more effective way to reach communities via the Snapchat camera.

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The move allows advertisers to create Sponsored AR Filters in minutes using the brand’s free DIY tool, Lens Web Builder, offering them a budget-conscious opportunity to build AR ads.

It also allows advertisers to upload their existing assets and utilise a variety of templates to easily build the filter.

Brands can also run the same Sponsored AR Filter in Snapchat’s pre-capture Lens Carousel to maximise visibility and impact for their ad, the tech giant revealed.

The move follows the social media platform launching a Sponsored AR filter for the Super Bowl LVIII, with the NFL unveiling an AR countdown to the game featuring the logos of the 49ers and Chiefs.

Snap US Head of Verticals, David Sommer, said: “We’re so thrilled to roll out Sponsored AR Filters today, a highly-requested feature from our partners.

“Taking Snaps is such a fundamental part of the Snapchat experience. It’s how our community shares life’s moments with friends and family. This ad solution not only offers new ways to reach and engage Snapchatters through our camera but also makes AR ads more accessible and easier to create for any business.”

The post Snap launches sponsored AR filters appeared first on Mobile Marketing Magazine.

The campaign, launched in partnership with the Royal Association for Deaf People (RAD) and the Home Nations Football Associations, encourages the use of sign language in both deaf and non-deaf communities.

The campaign launches with a film that shows all the ways, knowingly and unknowingly, British Sign Language (BSL) is incorporated into football, from the grassroots game to the international stage.

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The film has been created using a combination of archive footage, fan user-generated content and original content, capturing players and fans across different levels of the game.

Meanwhile, the film will also be played at England’s sold-out friendly against Brazil at Wembley Stadium, FA partner channels will also distribute content to promote the use of and learning of BSL alongside, assembling a squad of five content creators to spread the message of inclusivity.

These creators include Shiona McClafferty, Jazzy Whipps, India Morse, Leon Walker Dobson and Ray Bradshaw who will produce engaging content.

EE Marketing Communications Director, Pete Jeavons said: “We are committed to ensuring football is a sport for all. As the lead partner of the Home Nations Football Associations, we are proud to drive positive transformation and make the game more accessible for everyone.

“Support. It’s In Your Hands aims to bring about tangible change and increase awareness of British Sign Language. We want to encourage everyone to play their part and make a difference in the shared enjoyment of the beautiful game.”

RDA COO, Julie Ratcliffe, added: “The Royal Association for Deaf People proudly supports this campaign, dedicated to empowering football fans across the UK and championing inclusivity for deaf and hard of hearing communities.

“As one of the oldest charities supporting deaf people in the UK, RAD is delighted to offer our expertise and support to this initiative, which promises to upskill the nation in the basics of football-themed BSL.”

The news follows the telecoms giant recently launching a new integrated brand campaign, Better Value, in a bid to redefine customer experience in the mobile industry.

The post WATCH: EE teams up with footballers to launch ‘Support. It’s In Your Hands’ campaign appeared first on Mobile Marketing Magazine.

Taylor, who currently holds the position of Chief Commercial Officer, will take over from Ahmed Essam in his new role on 2 April 2024.

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He joined the telecoms giant in 2019 from EE, where he spent almost a decade at the company rising the ranks to become Managing Director of Commercial and Marketing, a post he held for over three years.

He also spent around six years at Orange, holding several positions including Head of Proposition Development, Head of Convergence and Head of 3G Marketing.

In a statement, the telecoms giant said: “Max brings a wealth of experience to his new role.

“Under his leadership as Chief Commercial Officer, Vodafone UK has continued to grow its customer base, revenue, and margins, surpassing our competitors across various commercial metrics, with a strong focus on customer experience.”

Meanwhile, Essam will become Executive Chairman of Vodafone Germany and CEO of Vodafone’s European markets.

The news comes as Vodafone revealed it is to sell its Italian business to Swisscom for €8 billion, in a bid to simplify the UK-based telecoms group.

As part of the Italy deal, Vodafone will continue to provide certain services to Swisscom for up to five years.

Commenting on the announcement, Vodafone Group CEO, Margherita Della Valle, said: “Going forward, our businesses will be operating in growing telco markets – where we hold strong positions – enabling us to deliver predictable, stronger growth in Europe.

“This will be coupled with our acceleration in B2B, as we continue to take share in an expanding digital services market.

The post Who is Vodafone UK’s new CEO Max Taylor? appeared first on Mobile Marketing Magazine.

In an announcement, the trade body revealed the Artificial Intelligence Act was endorsed by MEPs with 523 votes in favour, 46 against and 49 abstentions.

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The regulation aims to protect fundamental rights, democracy, the rule of law and environmental sustainability from high-risk AI, which includes critical infrastructure, education and vocational training, alongside certain systems in law enforcement, migration and border management.

Meanwhile, it also hopes to boost innovation across Europe “as a leader in the field”.

Civil Liberties Committee, Co-Rapporteur Dragos Tudorache (Renew, Romania) said: “The EU has delivered. We have linked the concept of artificial intelligence to the fundamental values that form the basis of our societies. However, much work lies ahead that goes beyond the AI Act itself.

“AI will push us to rethink the social contract at the heart of our democracies, our education models, labour markets, and the way we conduct warfare. The AI Act is a starting point for a new model of governance built around technology. We must now focus on putting this law into practice”.

Internal Market Committee Co-Rapporteur Brando Benifei (S&D, Italy) added: “We finally have the world’s first binding law on artificial intelligence, to reduce risks, create opportunities, combat discrimination, and bring transparency. Thanks to Parliament, unacceptable AI practices will be banned in Europe and the rights of workers and citizens will be protected.

“The AI Office will now be set up to support companies to start complying with the rules before they enter into force. We ensured that human beings and European values are at the very centre of AI’s development”.

The post Europe to adopt landmark AI law that ‘ensures safety’ while ‘boosting innovation’ appeared first on Mobile Marketing Magazine.