This article first appeared on Technorati
The most significant disruption to advertising and marketing is a process, not a platform…
As our ability to connect continues to evolve, so does our perception of messages and what “is” appropriate content. What has changed? We want to control content and connections, effortlessly sharing and defining our role within a reciprocal process, which did not exist when brands ran the show.
It’s not just the way we connect via Mobile that is driving this change; it’s the “reason” we are connecting… more often, and for longer periods of time.
Mobile devices have become a Life-Tool!
We depend on mobile devices to keep us connected in case of an emergency; navigate our direction, keep our fantasy team in the game and make the right choices.
This morning, I sent an image (shoes, of course) to my daughter. She called to tell me that she had received it. In conversation, Maggie mentioned that the image was a bit too small to see via her mobile phone, “But wait…I have my iPad right here, yes they are perfect”! What is interesting, last week she mentioned that she really doesn’t pick up email anymore and never via her mobile phone, just her iPad.
“Just too much to respond to, and email is old news.”
What is more interesting, less than five feet away she has a brand new touch-screen PC…with dust on it.
We are becoming more reliant and trusting of our mobile device for real-time information, especially within immediate response situations. In many cases, our mobile device makes the difference in “what we do next”.
As we now live an immediate-aware life, brands must become a part of this new process and/or define an intuitive reason to connect. Also, it is important to remember that a very different type of usage…requires a very different protocol for measurement.
Infographic presented by 2D barcode service Microsoft Tag.