DIGITAL PEOPLE - CLAUDIA SAGRIPANTI

We are all aware of the forecasted trends in mobile technology, usage and ofcourse advertising dollars.  From all the statistics and expert opinion I have read the stand outs for me are a survey basically saying 'people would rather lose their wallet than their mobile',  - and - my 8 year old started asking for one 12 months ago!  The ongoing consumer need is established.  Now it's up to us to work out the best way to help our own, and our clients', businesses reach their objectives through this medium.   Overall, mobile is here to stay and it 's going to be more than an interesting ride! 

This fortnight we profile, mobile expert, Claudia Sagripanti, an active voice at the forefront of this increasingly key segment of the digital industry.  

Next fortnight, a special guest from the USA, who is credited to have sold some of the first 'ever' online ads.

Know anyone you would like to see profiled on Digital People (or have any other comments)?  Please email me at denise@consultds.com.au 

Till then!

Name: Claudia Sagripanti        

Works: GroupM

Job Title: Director of Mobile Communications

How, where and when did the digital industry find you?

I started at Macquarie Bank in the IT Venture Capital area, just before the Dot Com crash, and saw some great and not so great start up businesses. While I was there I met with a number of senior executives from the online advertising sales companies, and then  went on to co-establish the Online Advertising Taskforce

What is your current role and what do you actually do?

I joined GroupM 2 months ago to manage and develop the strategic integration of the Mobile channel into the overall communications offering across the 4 groups of MindShare, MediaCom, Mediaedge:cia and MAXUS.

I also run training and seminars through my company VentureOne, in partnership with AIMIA, looking at the commercial issues in the digital media sector.

If you could have any job, what would it be (can be in and/or outside the industry)?

I’m doing it!

Take a punt on the 'next big thing' in digital?

It’s all about mobile to me – so more on mobile social networking, mobile location based services, and bedding down mobile advertising

Where do you see the digital industry in the next 5 years? (any forecasts and challenges)

The digital industry will be all about engagement, and developing innovative ways to interact with consumers and users.

There are big expectations for mobile advertising so the huge budgets expected will be enough of a challenge. It will be interesting to see how mobile internet will grow as consumers become accustomed to searching for content and accessing mobile websites. Mobile websites development is rapidly becoming a commodity product before becoming redundant in a couple of years due to the iPhone, and also the sophistication of browsers to deliver content dependent on the device and location. Also I’d like to see sophisticated use of location services – we haven’t yet seen the killer app.

How do you see other media evolving in the next 5 years?  

It will be interesting to see how social networking will be monetised.

Where do you see mobile marketing going in the next 12 months?

The challenge for mobile marketing and advertising is to get in front of the planners and strategists at the right time. There’s also a lack of really innovative mobile marketing campaigns – a lot of the campaigns are effective and work, but it would be nice to see one with a big idea.

Mobile advertising will move from being an experimental medium to being an essential part of the media mix strategy.

Did you ever have a big digital idea you wish you pursued (or someone else's idea you wish was yours)?

Everyone I know in this industry has at least one side project – maybe we’re just a creative entrepreneurial bunch! I have lots and lots of ideas, but I’m focusing on just one or two.

Where do you get your industry information from?

I read local magazines including Digital Media magazine, B&T, AdNews, BRW and Anthill. I also read a variety of international email newsletters and blogs. And Twitter of course for up-to-the minute thinking.

What industry groups or networks are you a part of?

AIMIA – I chair the Mobile Industry Group. I also regularly go to Mobile Monday Sydney and I belong to several mobile related online networks specifically for mobile.