Grapple CEO Alistair Crane.
Client-side marketers and retailers across all industries in the US spent $6.7bn in 2012 according to the Mobile Marketing Association. The figure is predicted to reach almost $20bn by 2015. The Media Network spoke to Alistair Crane, founder and CEO of mobile innovation agency Grapple to examine the issues the channel is facing.
In the early days of mobile marketing there were a lot of expensive branded app failures. Did this set mobile marketing back?
No, quite the opposite. These early applications revealed their potential to deliver long-term value as a powerful business rather than marketing tool which propelled the medium forward. Today the most successful branded applications are transforming businesses and driving revenue.
How have client wants and needs changed over the past two to three years when it comes to mobile? Do you find yourself pitching to the CMO or CIO?
The landscape has changed immeasurably over the past 3 years, far beyond just evolution in hardware and software. Consumer behaviour has fundamentally shifted to a mobile-first attitude and as a result, businesses of all sizes have had to adapt accordingly.
Currently, CIOs are leading the investment race, seemingly more comfortably with the funding required in technology and therefore taking a longer-term strategic view. CMOs are becoming increasingly active in the mobile space, any major event attendee list will show this. However, many CMO conversations are still focusing on shorter-term tactical activity, rather than the bigger picture. I’ve no doubt this will change as the market matures.
How do you go about convincing marketing departments to develop a strategic view on mobile, rather than a tactical one?
Our approach is focused on developing client partnerships that encourage the CIO and CMO to work hand in hand. Both bring different but very complementary skills, to the table – expertise in technology and how to get the most out of it and a deep understanding of customer and brand. This blend is vital for developing a mobile strategy that delivers real business transformation.
Is developer recruitment getting easier or more difficult?
Anyone with significant mobile experience is in high demand in today’s market, not just development. Salaries in mobile are sizeable compared to roles in web equivalents and probably artificially maintained by the level of VC money in the space.
Any business that truly focuses on innovation needs to attract talent beyond the lure of a basic salary. You need to put career progression opportunities at the heart of everything you do; offering your team the chance to cross-skill and build out their capabilities, which means top talent are constantly learning and engaged.
A recent survey said 85% think standalone social media and digital marketing agencies will disappear within 10 years. Is the future of pure-play digital agencies in specific verticals like mobile or social media at risk?
No certainly not. Our experience tells us that today clients are looking for specialist expertise more than ever, with full service digital agencies suffering because their offer is too diluted. As the connected age matures the agencies that will thrive will be those that put the customer at the heart of their output to create products and services that deliver real value and utility in their lives.
What are the consumer and tech trends have the most potential to change the way you do business?
Our mission over the past three years has been to help businesses innovate through emerging channels, to ultimately make the customer’s life easier.
At a broader level, the smartphone and tablet devices are just at the start of this wave of emerging, personal technology. Our future will be driven by consumer adoption of “contextual technology” such as in-car apps and wearable technology, and Grapple is well-placed to help brands deepen engagement with their customers, regardless of the device.
The proliferation and fragmentation of new software and hardware is totally expected and something you have to embrace if you are going to drive innovation. Grapple operates a proprietary Insights Engine, which reports on exactly what OS consumers are using and how this is changing over time. The data is aggregated from across the spectrum of hundreds of branded apps we’ve created in recent years, giving us a great indication as to what we should be building for and when.
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In the early days of mobile marketing there were a lot of expensive branded app failures. Did this set mobile marketing back?
No, quite the opposite. These early applications revealed their potential to deliver long-term value as a powerful business rather than marketing tool which propelled the medium forward. Today the most successful branded applications are transforming businesses and driving revenue.
How have client wants and needs changed over the past two to three years when it comes to mobile? Do you find yourself pitching to the CMO or CIO?
The landscape has changed immeasurably over the past 3 years, far beyond just evolution in hardware and software. Consumer behaviour has fundamentally shifted to a mobile-first attitude and as a result, businesses of all sizes have had to adapt accordingly.
Currently, CIOs are leading the investment race, seemingly more comfortably with the funding required in technology and therefore taking a longer-term strategic view. CMOs are becoming increasingly active in the mobile space, any major event attendee list will show this. However, many CMO conversations are still focusing on shorter-term tactical activity, rather than the bigger picture. I’ve no doubt this will change as the market matures.
How do you go about convincing marketing departments to develop a strategic view on mobile, rather than a tactical one?
Our approach is focused on developing client partnerships that encourage the CIO and CMO to work hand in hand. Both bring different but very complementary skills, to the table – expertise in technology and how to get the most out of it and a deep understanding of customer and brand. This blend is vital for developing a mobile strategy that delivers real business transformation.
Is developer recruitment getting easier or more difficult?
Anyone with significant mobile experience is in high demand in today’s market, not just development. Salaries in mobile are sizeable compared to roles in web equivalents and probably artificially maintained by the level of VC money in the space.
Any business that truly focuses on innovation needs to attract talent beyond the lure of a basic salary. You need to put career progression opportunities at the heart of everything you do; offering your team the chance to cross-skill and build out their capabilities, which means top talent are constantly learning and engaged.
A recent survey said 85% think standalone social media and digital marketing agencies will disappear within 10 years. Is the future of pure-play digital agencies in specific verticals like mobile or social media at risk?
No certainly not. Our experience tells us that today clients are looking for specialist expertise more than ever, with full service digital agencies suffering because their offer is too diluted. As the connected age matures the agencies that will thrive will be those that put the customer at the heart of their output to create products and services that deliver real value and utility in their lives.
What are the consumer and tech trends have the most potential to change the way you do business?
Our mission over the past three years has been to help businesses innovate through emerging channels, to ultimately make the customer’s life easier.
At a broader level, the smartphone and tablet devices are just at the start of this wave of emerging, personal technology. Our future will be driven by consumer adoption of “contextual technology” such as in-car apps and wearable technology, and Grapple is well-placed to help brands deepen engagement with their customers, regardless of the device.
The proliferation and fragmentation of new software and hardware is totally expected and something you have to embrace if you are going to drive innovation. Grapple operates a proprietary Insights Engine, which reports on exactly what OS consumers are using and how this is changing over time. The data is aggregated from across the spectrum of hundreds of branded apps we’ve created in recent years, giving us a great indication as to what we should be building for and when.
Get more articles like this sent direct to your inbox by signing up for free membership to the Guardian Media Network – brought to you by Guardian Professional.