It's not a phone...

"It's not a phone: A future of mobile marketing" is the title of the latest research paper from The Chartered Institute of marketing (CIM)

The lines between traditional and new/digital marketing continue to be blurred as platforms and devices converge. There is no question that the introduction of the iPhone shifted expectations of what, where and when consumers choose to interact with brand owners and content providers. With a growing number of 'smart' devices finding there way into our pockets, marketeers and brand owners need to think about how consumers want to interact with us!

So what's our take on this paper and the future...

Usefulness

From a simple mobile perspective, it can get really easy to sit in a darkened room and come up with gadgets and 'apps' that we think are 'must have's' for the mobile ready consumer. But, we all ready know consumers in front of desktops are becoming way more savvy about the way they choose to engage with ads and apps streamed from brands. The report talks about creating tools that consumers find useful in their everyday lives - that make our lives easier, rather than bombarding us with 'you must buy' messages. Currently these fall into two main groups - entertainment and utility

A rapidly moving aspect of usefulness is m-commerce or the ability to use your device to transact in cash, virtual currency or the delivery of a offer coupon. Imagine if you could leave you wallet at home and simply have one thing in your pocket or bag that is your passport, drivers licence or access to benefit entitlements. The potential is staggering!

Security

The usefulness of the device naturally then opens the question of security. Again, recent development show how devices can easily be traced, wiped and found using GPS and software. So, perhaps they could even be more secure than our current array of cash, cards and biometric systems.

Privacy

With this delivery of 'usefulness' comes a healthy respect of the device owners privacy - their choice to tell you their location or to tag their data. Again, we find ourselves in agreement with the contributors to the reports view that mobile devices are extensions of us. 24/7 our phones tend to be the one potential marketing channel that is rarely switched off or very far away from its owner.

Giving the consumer complete transparency in what you would like to offer them and the ability to 'opt-out' will be a key feature of those brands consumers trust and those whom they may choose to ignore. Just the recent issue with Facebook in the UK and their switching on by default of a photo facial recognition system upset a large number of their members who felt this was an invasion of their privacy and right to choose.

The Future

We think we have glimpsed the future in some of our comments above, but who can really predict what might happen next? It's less than 5 years since the current raft of smart phones became available and their potential is only scratching the surface of where we may be in the next 5.

One thing is for sure, the future of mobile engagement is very much alive and one of the frontiers for tomorrows marketeers and brand owners!

Please call us if we can help with any aspect of your mobile engagement on +44 (0)1480 223458 or This email address is being protected from spambots. You need JavaScript enabled to view it. to email us

To view the full CIM report and download your copy Click Here