It will be interesting to watch these details play out. The announcement tomorrow of iPhone 4.0 is slated) pun intended) to reveal what Apple has up it’s sleeve in terms of a mobile advertising platform. I’ve been saying for some time, the mobile marketing wars will boil down to these two platforms for the most part. And, remember in web 2.5b (or whatever the mobile internet ends up being called) the ascendancy� of the new guy cannot be overestimated. Microsoft had a huge share of worldwide browser use until search came along. One player, Google, dominates search. It’s not inconceivable that one player, Apple, could do the same in mobile.
Nice article in USAToday on the impact apps are having in our lives. Why are they taking off so quickly and becoming so pervasive? As the article points out, apps become the true bridge between the digital world and the real world, in a way nothing ever has. Time for marketers to wake up to what these little tools can really do to build enduring connections, communities and conversations with their consumers, customers, even their own employees.
According to J.P. Morgan analyst Rod Hall, this is the first year for true mass adoption of smart phones. Look for location, gaming and smart phones to merge in a unique kind of point of purchase marketing.
Excellent article from the NYT on rise of the personal brand and the power of mommy…or grandma.
I was having a conversation the other night with a friend in marketing and shared this analogy for how the world has changed:
In the olden days when we all lived in villages, grandma would go to the local bakery and if the baker’s cookies were stale, she’d demand another one. If the baker refused, grandma would tell everyone in the village how much the baker’s cookies sucked. And that would be the end of the baker’s business.
With the rise of the mass triplets…mass production, mass media and mass retailing…grandma lost her power. The baker could overwhelm grandma’s complaints with his mass distribution, a massive customer base and of course, massive advertising. Not any more.
We’ve really returned to the days of the village, only now it’s a global village. Grandma now has her own mass media and if your cookies are stale, she’ll let everyone know how much you suck. Grandma’s post about how bad your cookies are is one blog post or video song parody on YouTube away from being viewed by millions and millions of people, who will then share it on their Facebook pages and their blogs, who will Twitter about it and pretty soon, you’ll be out of business if you make bad products or have bad service. I think this is a good thing. No more using the power of mass to fool the sheeple.
Politicians are just now starting to wake up to this reality. Brands need to wake up to it as well…whether they’re product and service companies, media channels or retailers. Grandma is in change now and you don’t want to tick her off.
This is big news. For the first time ever, marketers will spend more on digital marketing than newspaper and magazines. The decline of traditional media and interruption, ad-based marketing continues.
Hard to believe that only five years ago, we could have created YouTube…had we known how big Web 2.0 content and social networks would be! YouTube is now the number 2 search destination on the internet. As the internet becomes more dominated by content and more and more mobile, it will be fascinating to watch this little tyke grow into a big, strapping internet stud.
In case there’s any doubt about the growth of the mobile internet, according to Cisco, within five years 400 million consumers will access the internet ONLY through a mobile connection. This is a huge change…not only in the way the world accesses the internet but everything else…how we share, our social interactions and yes, our shopping and buying habits.
Marketers had better start now preparing for the mobile future. It promises many opportunities for those proactive enough to seize upon them now but much peril for those who ignore the obvious.