We’re live from the Digitas NewFront! We’ll be recapping sessions all day. Watch it live on DigitasNewFront.com, and follow Digitas on Twitter and Tumblr for updates. Tweet #NewFronts to join the conversation.
Jason Spero Head of Mobile for Google just joined Richelle Parham from eBay and Bob Kupbens from Delta. The conversation was about Mobile and the brands on the stage have focused on engaging and serving their customers on the device their customers live and die by.
Mobile is extremely important shopping experience for eBay and they expect to exceed $20B in mobile revenue this year. Their app has over 120MM downloads that allows their customers to quickly share items for sale and items to shop. They find that their customers flip between desktop and mobile and so they are always thinking about their end-to-end customer experience.
Delta has identified ways to meet their customers where they need them and mobile is central to that strategy. So how do they measure success? They are using Net Promoter Score to measure how their digital/mobile offering impacted the brand. eBay measures everything and they do and rely on pilots and testing to learn how to maximize the experience for buyers, sellers and the buyers who are also sellers.
Mobile is no longer just a marketing conversation but mobile impacts operations, the retail stores, infrastructure. Done well, your brand can own their customer relationship wherever that customer may be – at the park, in the store or in the terminal.
Today’s New Front live-blogging was done by Digitas’ Amie Green. For more insights from Amie – Follow her on Twitter @Smit