This week at ad:techSF there was a lot of buzz about the mobile marketing landscape. I had the fortunate opportunity to sit down with Mickey Alam Khan, Editor-in-Chief at Mobile Marketer to discuss some of the hot topics. Mickey lead the Marketing Master Session: Mobile Marketing – How Brands Can Effectively Target Consumers on the go yesterday. Here is what he had to say about why he is dedicated to attending ad:tech and some interesting mobile trends:
What brings you to ad:tech this year?
The community – I get excited to return every year since 1999! Buzz in the air, energy on the ground, the potential for building relationships and an opportunity to catch up with industry colleagues. Ad:tech is truly the town square for interactive marketers.
What are a few big mobile marketing trends, innovations that you are seeing from brands today?
The trend we are seeing more of is fortune 500 brands are including mobile in their multi-channel marketing efforts. Mobile efforts are more sophisticated and more measurable. Marketers are inching towards programs not just campaigns, they seem to understand they need to be where consumers are and that’s mobile.
What are your thoughts on all the location-based mobile opportunities?
Marketers need more education on location-based advertising and its potential. Also, they need more education on the potential of proper location base use. Opt-in location based advertising is the true promise of mobile – winning the war one battle at a time is incumbent on agencies and mobile market providers to offer great case studies and best practices on how location-based marketing serves customer needs at the moment their customers needs arise.
What is mobile today?
The definition of mobile is evolving - today it is about phones tomorrow it will be about laptops, iPads, etc. The consumer is undeterred you cant use deterred marketing when they are on-the-go.
I agree with Mickey, mobile advertising is following a development path similar to Internet advertising; focused on lifestyles and audience. As mobile marketing matures, it will become less about the device and more about the audience.