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Digital Marketing: Live from Mobile World Congress 2014

Here I am back in Barcelona for Mobile World Congress (MWC), which I consider to be one of the best trade shows in general given the location, quality of attendees and business environment.  It is incredible to look back as I attended my first Mobile World Congress (then called 3GSM) in Cannes back in 1999!  




This year, I have been lucky enough to be selected as one of the speakers and will be delivering a presentation titled: “Be Nimble, be quick - Optimize the mobile experience for increased conversion".  I would like to capture the fact that many companies and brands are struggling to meet their customers’ high expectations when it comes to delivering a compelling mobile experience and that we at HP Autonomy can actually help them optimize their mobile web presence, both from a presentation layer and from an attraction and conversion perspective.


So what about mobile usage and conversion?

Mobile usage around the world might be growing at an explosive rate, but conversion rates on mobile and tablet devices continue to lag significantly. Companies that are not constantly working to improve the user experience on mobile devices are not only unable to improve the rate of return on their investment but are also damaging the value of their brand in the eyes of their customers.


Fizzle vs. Sizzle

In my speaking session, Be nimble, be quick: Optimize the mobile experience for conversion, I will try to describe how the solution to the ever-increasing complexity of the mobile experience is to implement a comprehensive optimization program: one that relies on technology to conduct sophisticated multivariate testing and advanced machine analytics to reveal insights into the actual behavior of mobile devices users. In this way, your customers’ preferred digital interactions are revealed through their actions, taking the guesswork out of your mobile interface design process. The result can mean the difference between a mobile advertising campaign that fizzles and one that sizzles, between a customer so frustrated with a mobile interaction that he abandons your brand and one so delighted by the experience that she becomes ever more loyal to it.


Mobile World Congress sets the blueprint for mobile innovation. Whatever is coming next in the fast-paced world of mobility, you’ll likely find it announced on stage, showcased in an exhibition, or conceived during one of the thousands of meetings taking place during the week.


Don’t miss Be nimble, be quick: Optimize the mobile experience for conversion

Conference Session, Hall 4 | Tuesday, February 25, 2014 | 16:00 – 17:30 PM


Click here to learn more about my speaking session.          



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About the Author
Gabriele Di Piazza is Vice President of Marketing Optimization for HP Autonomy. In this role, Gabriele leads a team responsible for the prod...

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