SMG’s Weinstein on Mobile: It’s Not About the Device; It’s the Behavior

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By on 01/08/2013 4:09 PM @

LAS VEGAS — The growing mobile video and advertising business is vital for brands, but the best way to approach mobile is by looking at consumer behavior, says Lisa Weinstein, President of Global Digital, Data and Analytics at Starcom MediaVest Group, in an interview with Beet.TV’s Ashley Swartz at the Consumer Electronics Show.

Swartz chatted with the Starcom executive about the role CES plays for marketers, how to approach new venues and the best mindset for brands to have when venturing into mobile.

When it comes to mobility, brands will do best to devise strategies based on consumer behavior, rather than devices, Weinstein says. “When you think about consumer behavior, there are some interesting implications about how consumers are interacting with different experiences whether at retail or with friends through a personal device. The device is important because of the personalization, but the behavior it drives is a much deeper opportunity for how brands can intersect with consumers in new ways,” she tells us in this video interview. Consumer behavior runs the gamut from how consumers use their phones to shop or to play games.

Marketers shouldn’t expect to jump into new mediums without making mistakes. Adopt an attitude of learning and be prepared to “fail forward” at times, she says. For more insight into best practices for new mediums, check out this video interview.

Ashley Swartz is a principal of the New York-based consultancy Furious Minds. She is a regular contributor to Beet.TV

-Daisy Whitney

Editor’s Note:  This segment has been produced as part of a series of coverage of CES sponsored by SMG, Starcom MediaVest Group.

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