Jennifer PerryThis is the third of 6 blogs reporting on the exciting findings we learned about at the Edge Conference sponsored by the Ad Club of Boston on November 16th. During the event, some of the most creative minds in communications & brand-building shared with us inspirational stories, presentations, spirited panel discussions and valuable information we will impart on our viewers over the next series of blogs. So stay tuned!
A lot of content at the Edge Conference was about the mobile world. In the past decade, the ultimate question of legitimacy for a business was, “Do you have a website?” But technology moves fast and that question has been replaced by, “Is your website mobile-compatible?” We used to think we were cool kids because we had personal computers, and then sleek laptops, but now the cool kids have personal computers the size of a calculator that that they take everywhere and oh, they can make phone calls from them too.
Most businesses – and especially publishers – will need to have a mobile platform to survive. In order to stay competitive, businesses are going to need to think ahead toward the new wave of instant gratification and mobile accessibility. Only 25% of phones currently are smart phones and many users aren’t yet willing to pay for data plans (although the tide is moving in that direction), so text applications and other interfaces are still important.
But don’t panic. We’re not behind the curve yet. There are huge opportunities in the now for people who are mobile but not quite at the does-everything-for-you-but-make-breakfast smart phone level. The rise of social media and mobile devices is proving that consumers want to engage on a personal level. Text messaging campaigns are already being successfully implemented and mobile coupons are just around the corner. Text campaigns are being tied into loyalty connections like local sports teams in Europe (http://bit.ly/4RJ0A5) and even simple things like cereals here in the US (http://bit.ly/5Ahulg).
Like all marketing, it starts with the people: who are they? where are they? and what do they need? Hip mobile apps and texts direct from marketers to your iPhone may be fun and novel at first, but once everyone is doing them, they will lose their luster – and without purpose, they’ll never make a meaningful connection to your target. Mobile technology is a growing new medium that is expanding the consumer experience and taking the message straight to your clients’ pocket – wherever that might be. But, as we always say at smith&jones, consider your entire marketing plan when looking at a new medium; we can help you consider the bigger picture when you want to explore adding a new avenue into the mix.