Mobility At AlwaysOn: If You Personalize It Will They Come? - InformationWeek

InformationWeek is part of the Informa Tech Division of Informa PLC

This site is operated by a business or businesses owned by Informa PLC and all copyright resides with them.Informa PLC's registered office is 5 Howick Place, London SW1P 1WG. Registered in England and Wales. Number 8860726.

IoT
IoT
Mobile
Commentary
1/31/2007
09:18 AM
Stephen Wellman
Stephen Wellman
Commentary
50%
50%

Mobility At AlwaysOn: If You Personalize It Will They Come?

Mobility took the stage this morning at the AlwaysOn Media conference in New York City. Panelists tried to tackle the question of the third screen: Will consumers respond to mobile ads? How can marketers capitalize on such a small space? Are cell phones too personal a space to hit with marketing messages? The panelists agreed that a couple of factors will contibute to the success of mobile marketing. The first is the personal connection consumers have w

Mobility took the stage this morning at the AlwaysOn Media conference in New York City. Panelists tried to tackle the question of the third screen: Will consumers respond to mobile ads? How can marketers capitalize on such a small space? Are cell phones too personal a space to hit with marketing messages?

The panelists agreed that a couple of factors will contibute to the success of mobile marketing. The first is the personal connection consumers have with their cell phones. While this personal connection can open a marketer to potential danger -- especially if their campaign isn't relevant. But, if the marketing campaign is relevant and targeted, the mobile channel can be even more effective than the contextually targeted Web.The second factor is location. If marketers can access location, then they can even further target their efforts.

The third factor is novelty and affinity. Mobile marketing is new and despite the fact that cell phones have been mainstream for the last ten years, consumers continue to love their phones and feel an affinity with their devices.

Attendees expressed cynicism about all this mobile hype. One questioner in particular drilled down on the issue of carriers and their walled gardens. I have heard this kind of hype for the last six years and I too am more than a little cynical when it comes to mobile marketing. Content providers and handset makers have been promising that the mobile walled garden would come down for the last six years. The walled garden is still up.

We've been hearing about location for the same period of time. I can still hear a conference presentation about the hypothetical consumer who walks past a Starbucks and receives a geo-targeted mobile coupon for a latte. I first heard that pitch in 2000. It's 2007, and I have yet to get a mobile coupon for a latte.

If the walled garden finally does start to come down this year, maybe we can all look forward to getting a $1 off our next latte.

We welcome your comments on this topic on our social media channels, or [contact us directly] with questions about the site.
Comment  | 
Print  | 
More Insights
Slideshows
Top-Paying U.S. Cities for Data Scientists and Data Analysts
Cynthia Harvey, Freelance Journalist, InformationWeek,  11/5/2019
Slideshows
10 Strategic Technology Trends for 2020
Jessica Davis, Senior Editor, Enterprise Apps,  11/1/2019
Commentary
Study Proposes 5 Primary Traits of Innovation Leaders
Joao-Pierre S. Ruth, Senior Writer,  11/8/2019
White Papers
Register for InformationWeek Newsletters
State of the Cloud
State of the Cloud
Cloud has drastically changed how IT organizations consume and deploy services in the digital age. This research report will delve into public, private and hybrid cloud adoption trends, with a special focus on infrastructure as a service and its role in the enterprise. Find out the challenges organizations are experiencing, and the technologies and strategies they are using to manage and mitigate those challenges today.
Video
Current Issue
Getting Started With Emerging Technologies
Looking to help your enterprise IT team ease the stress of putting new/emerging technologies such as AI, machine learning and IoT to work for their organizations? There are a few ways to get off on the right foot. In this report we share some expert advice on how to approach some of these seemingly daunting tech challenges.
Slideshows
Flash Poll