Mobile understanding and holistic experiences: What marketers can learn from MWC19

The great and the good of the telecoms industry descended on Barcelona at the end of February for this year’s MWC. The tech hype that surrounds this landmark event is hard to miss, but still, it was clear from the many delegates that we spoke to that marketers are primarily focused on addressing their current business challenges.The frequency and regularity that new channels, platforms and devices are released (such as amazing folding handsets and increased capabilities offered by 5G) present marketers with fresh opportunities for consumer engagement, but they do not solve the pre-existing challenges of customer journey mapping and measuring return on investment from their mobile (and wider) marketing strategies. As consumers engage with brands on multiple devices, jumping from mobile to tablet to laptop, marketers have found it extremely challenging to get a clear picture of their behaviour. With the number of consumer touchpoints being six times higher than in 2014, now more than ever, marketers need actionable insights to be able to make smarter, more enlightened decisions about how their media spend translates to real value and impacts the ways consumers interact with their brands. With that, companies recognise that a richer, more holistic understanding of customer engagements across all touchpoints is crucial in order to communicate with customers at the right time in the right context.