Future of Mobile Advertising Prediction

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This week’s mobile advertising class prompted us to think about the future of mobile advertising.  The articles we were asked to read were mostly a couple of years old, which gave me enough room to think: Where are we going based on where we’ve been?

Article 1

Article 2

Article 3

I came up with my conclusions based on the Maslow’s Hierarchy of Needs pyramid.  First, was to look at it from a marketer’s perspective (of course).  I see the value in the technology progression and device intelligence we now have access to.  It’s all very fascinating how we can geo target consumers, their psychographic purchasing patterns and even predict their next steps.  As a marketer, it’s never been a better time to be in touch with the customer.  I’m sure my fellow colleagues will find the most creative ways to reach out and touch the consumer, even if he’s not interested. Errf.

This brings me to interest. Looking at it from the consumer’s point of view, there’s one thing that technology never fails to do:  Block the unwanted message.  So along with all that super duper marketing intelligence we’re all so eager to implement into our marketing campaigns comes the harder part of the job: overcoming the blocking devices by creating interest.  It’s getting harder and harder to break through all the noise, not to mention the legislature that’s popping up about tracking and monitoring consumer behavior via their mobile devices.  Resistance is inevitable kids.

I think the winning formula comes back to the fundamental entertainment value I’ve been yammering about for months.  Marketers are going to have to make it worth wild for the consumer to give permission and wish to engage with the message.  Social commerce and games might be a solution, but I think it’s even deeper than that.  I think barcode technology will come into play, as well as point of purchase influential factors.  Ever check into a place using Foursquare or Facebook?  Why?  Probably has something to do with Maslow’s hierarchy of needs top three levels.  I think mobile marketing that stays close to meeting social affiliation, builds self esteem and allows the consumer to further develop self actualization will win big.   
This entry was posted in mobile marketing; patty rappa, social commerce, social gaming. Bookmark the permalink.

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