Image by Blair Cook

Today consumers are constantly bombarded by numerous decisions,

obstacles and situations.

Today consumers are constantly bombarded by numerous decisions,

obstacles and situations.

Image by Laura Crowell

Consumers have found Consumers have found themselves...themselves...

CLUTTEREDCLUTTEREDin the abyss of in the abyss of distractions.distractions.

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Source: Consumers Bombared by Advertising, Adrants

In response to this In response to this consumersconsumers have built up have built up protective filters protective filters

that that blockblock certain marketing and media messages that do not certain marketing and media messages that do not

fit the criteria for their personal fit the criteria for their personal fire wall fire wall – – their braintheir brain..

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Increases in global technology has now Increases in global technology has now increasedincreased

the numerous ways we canthe numerous ways we can communicatecommunicate with each with each otherother

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In addition, it has increased the channels In addition, it has increased the channels corporations can corporations can communicate with us.

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In 2009 1.2 billion1.2 billion smart phones were sold.

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This opened up aThis opened up a

NEWERNEWER, , QUICKERQUICKER, , TRENDIERTRENDIER, , INTERACTIVEINTERACTIVE and and SPONTANEOUSSPONTANEOUS

way of marketing through...way of marketing through...

mmoobbiiLLEE

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Image by Stegron

Marketing through mobile has allowed Marketing through mobile has allowed corporations to corporations to connectconnect with with

consumers and promote their brand to consumers and promote their brand to

in the in the palmpalm of their of their handhand..

Consumers can gain value from their favourite Consumers can gain value from their favourite goods or services goods or services beyondbeyond working hours of the working hours of the

day of the corporationday of the corporation..

The power is The power is literallyliterally in the consumers hands. in the consumers hands.

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The main method of communication between The main method of communication between corporations and consumers is corporations and consumers is mobile applications mobile applications that can be installed on smart phones such as the that can be installed on smart phones such as the BlackberryBlackberry,, the the iPhoneiPhone and the and the AndroidAndroid..

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These applications create a These applications create a personal personal connection connection between the brand and the between the brand and the

consumer updating them on recent promotions, consumer updating them on recent promotions,

new products or changes to theirnew products or changes to their favouritefavourite items.items.

Source: Want a deeper connection? Apps is where its at, RGA

As your mobile phone is tailored to you these As your mobile phone is tailored to you these applications are as well. By applications are as well. By providingproviding you you

information with the nearest store locations based off information with the nearest store locations based off your geological footprints, your geological footprints, suggestingsuggesting new songs for new songs for

you to purchase from your recently played list and you to purchase from your recently played list and trackingtracking your recent history corporations have found your recent history corporations have found

a new way in.a new way in.

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Source: Leaky mobile apps and their ability to track you, NewsGram

Easy to scan Easy to scan QR codes QR codes connect us connect us to the websites and online stores to the websites and online stores

of the brands we are most of the brands we are most intrigued byintrigued by

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Image by Jixar.

Source: Who Is Scanning QR Codes? A Quick Update, MarketingProfs

QR-code scanning has rose QR-code scanning has rose 1200% 1200% from July to December from July to December

2010 – 2010 – a percentage that keeps increasinga percentage that keeps increasing

Image by Robert Scoble

Source: Age of the App, Globe and Mail

This way, marketers no longer target broad consumer segments; they can narrow down consumer preferences for

a single consumer

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But has this made consumers more

v u l n e r a b l e ?

Image by SAM A.M.

By marketing through mobile executives have the By marketing through mobile executives have the opportunity to target consumers opportunity to target consumers anywhereanywhere between between

their homes, work and on the go - places where their homes, work and on the go - places where radioradio, , internetinternet and and televisiontelevision oftenoften fail to fail to

penetratepenetrate..

Image: Fuzzy TV by KMRP

Source: Mobile ads three-to-five times more effective than online, Mobile Marketer

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As this is a NEWER form of advertising to

consumers, they have yet to build up mature

protection filters to these mmoobbiiLLEE campaigns and may become more easily

susceptible to MARKETING and maybe even

manipulation.

As this is a NEWER form of advertising to

consumers, they have yet to build up mature

protection filters to these mmoobbiiLLEE campaigns and may become more easily

susceptible to MARKETING and maybe even

manipulation.

This has become such an apparent trend that corporate clients This has become such an apparent trend that corporate clients are now turning towards are now turning towards advertising agencies advertising agencies that excel at that excel at mobilemobile interactiveinteractive applications such as Toronto based applications such as Toronto based GRIP GRIP

LimitedLimited..

Source: griplimited.com

It is no longer a It is no longer a competitive advantagecompetitive advantage

for a brand to have a for a brand to have a mobile platform – it is an mobile platform – it is an

industry standardindustry standard

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The problem is mobile marketing is The problem is mobile marketing is onlyonly as as effective as the phones consumers carry. If the effective as the phones consumers carry. If the

trend in smart phones decline, so will the trend in smart phones decline, so will the effectiveness of the application. This creates a effectiveness of the application. This creates a

DANGEROUSDANGEROUS chain of chain of dependencedependence. .

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CreditsCreditsAll images are found under the Creative Commons on FlickrAll images are found under the Creative Commons on Flickr

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