The document discusses the growth of mobile marketing opportunities. It notes that the platform wars have expanded beyond just being about mobile. It also discusses how mobile usage and advertising spending have grown significantly. The document argues that mobile offers many new opportunities for brands including search, premium purchases, flash sales, display ads, and data collection/usage. However, it notes that the full potential of mobile marketing has yet to be realized.
8. U.S. trends will spread globally
Mobile used to fill infrastructure
vacuums in emerging economies,
now it provides more value than robust
infrastructure in mature economies.
8 Proxxima 2012
9. multiple revenue stream opportunity exists
there are three key growth catalysts
multi-tasking
• Search
mobile shopping
• Premium purchases
mobile data
• Flash deals
• Display
• Data
9 Proxxima 2012
32. “We always overestimate the change
that will occur in the next two years
and underestimate the change that
will occur in the next 10.
Bill Gates, Microsoft Founder
32 Proxxima 2012
33. we have not seen the full potential of mobile
Proxxima 2012
Ultimately, the goal of the marketing CTO is to enable the CMO to wield technology as a strategic marketing capability. Analogous to relationship between a less-technical CIO and his or her CTO, or between a product CTO and the CEO. If the chemistry is right, this is a powerhouse combination.