Global Digital MOJO is an customer experience transformation agency, living in the crossover between strategy, experience design and marketing

David Williams, partner and lead digital strategist for Global Digital Mojo(previously known as Asia Digital MOJO) is speaking in the Monetising LTE track on Day One of the LTE Asia conference, taking place on the 18th-19th September 2013 at the Suntec, Singapore. Ahead of the show we speak to him about how telcos can innovate in digital advertising and we find out more about what inspires him.

Below are some highlights from the show. 

What exactly is personal advertising?

Advertising that is tailored to an online customer’s interests, preferences, purchasing history, friendship network or physical location.

What the most innovative use of digital advertising you’ve seen in the telco space?

My agency AsiaDigitalMojo has developed several advertising solutions which link retail space, outdoor ads and mobile ads. One solution for a fashion brand was that hugging a giant rabbit in the store caused a like on the brand’s Facebook page – the Telco offered free access to this page. Work by Vodafone in India and South Africa to over low cost home internet devices supported by their wireless modem provide a great brand statement and indirect marketing. Generally, telco’s do best when they offer clear pricing, flexible contracts and excellent service.

Will there eventually be no distinction between digital advertising and mobile advertising?

Consumers will always make choices about which digital touch points they use; so advertising must follow them across mobile, tablet, PC and all other platforms. Each touch point has its own advantages and disadvantages in how consumers interact with brands and content, e.g. mobile is convenient and is always with the consumer whereas the PC benefits from a large display and a fixed undistracted customer. Brands must pay attention to the effective integration of their messages across touch points benefiting from the powers of each one.

Telcos provide the digital highways for mobile technology but don’t necessarily ‘get’ mobile in the same way as the OTTs. Why is that, and is there a way that can effectively compete?

I’ve worked with telcos as an agency and in a handset vendor – they “get” consumers but often see competition where there is none. They should work at building an eco-system of application (OTT) providers that meet their customer’s needs rather than wanting to dominate and lock customers in.

What are you hoping to gain out of attending and speaking at the LTE Asia conference?

Networking. I want to learn about the state of the art in mobile technology and to catch up with old friends in the industry. I want to make the telco community more user and design centred and for it to be a voice for the marketing and branding industries.

To Read the Press Article, Click Here:  Telecoms @LTE Asia Conference 2013

Note: As of 2018, Asia Digital MOJO is now Global Digital MOJO