The annual Mobile World Congress in Barcelona has always highlighted some of the most important innovations and trends in the mobile market. This year, the MWC will be devoting a full day of its programming to mobile marketing, the first time in the history of the event.
"The growth of mobile has completely shifted the way that companies need to approach their marketing strategies," Sarah Personette, Head of Global Business Marketing at Facebook, said in response to the MWC announcement. "Advertising can now be tailored to reach real people around the world with tailored messaging, transforming what was once a mass media approach into 'people-based marketing.' An exploration of this dramatic change is going to be at the core of our sessions at Mobile World Congress."
The event, run by the Interactive Advertising Bureau (IAB), will be held in partnership with Facebook and Nasdaq this year. Randall Rothenberg, president and CEO of IAB, noted that mobile devices aren't just changing the way consumers live anymore, they're also affecting how consumers interact with the businesses and brands they shop with. As such, it is important to consider mobile marketing as a major topic of discussion at this year's MWC.
The MWC will be held from March 2-5, with the first day dedicated entirely to mobile marketing services and trends. The event is invite-only.
As mobile marketing advances it is important for businesses to keep up with trends and ensure they are embracing one of the most successful marketing strategies in the world. Mobile text marketing has a near 100 percent open rate, the highest in the industry, and the majority of consumers state they prefer text over other methods of receiving promotional messages as well.