Johnny Schroepfer | Critical Mass Chicago

Mobile and emerging technology have historically had more hype than actual adoption or implementation within marketing campaigns; but with the proliferation of mobile devices and digitization, the mobile channel is slowly becoming a necessity rather than a novelty. In this post, I wanted to address key developmental areas of mobile and their impact on customer experience and engagement.

Traditional & Mobile Integration in Marketing

From an integrative marketing standpoint, the mobile device can be seen as an extension of the brand experience; it’s what connects the end user with the brand messaging. Mobile is often an overlooked or undervalued channel of communication but in reality, it’s one of the most personal forms of communication in this digital world. When campaigns are successfully crafted and executed, the channel that connects the end user with the message has the power to change both brand perception and consumer behavior. With that said I believe we will continue to see more brands create mobile campaigns or initiatives that complement traditional marketing channels while allocating a significant amount of their advertising budget towards mobile and emerging technologies.

Advertising

The recent launch of the Apple iAd platform will only further prove my point that there will continue to be a major marketing shift and emphasis on mobile within integrated marketing campaigns. The iAd platform allows developers to create beautiful and rich advertising executions that are less disruptive and reach the consumer at the intersection of emotion and interactivity. In addition to this innovative approach, the developers will retain 60% of revenues which have already shown signs of success. Obviously, these signs of success are due more to novelty rather than active engagement and interest, but the iAd platform is definitely a step in the right direction for advertisers.

Payment

Mobile commerce is another key area of significant growth that is driving adoption and new users. With more brands integrating traditional and mobile campaigns, allowing consumers to easily pay for various products and services on-the-go will benefit both parties. Apples iTunes payment system is a great example of quick, convenient one-click purchasing. During the D8 conference, eBay CEO, John Donahoe, discussed the adoption of the mobile device as a way to pay for goods and services. Donahoe explained that the mobile delivered $600M last year and will deliver $1.5B to $2.0B in revenue to eBay this year.

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