The Mobile Experience: It’s Personal
by Matthew Snyder
Head of Business Development and Strategy, Nokia Ad Connector
NOKIA
When we think about mobile and the mobile experience it is really something personal. It can be considered the digital extension of ourselves that enables us to be connected to our family, friends, co-workers, businesses and even new communities.
The transition of voice centric mobile telephony devices have now evolved to be the next wave of computers that gives us value to consume content, leverage location-based services and link into the online world in either mobile friendly forms or in full browsing experiences. The on-the-go context is now ready to bring more value to the complexity of our daily lives with this digital connector.
As the online world can still be considered in its adolescence state (since approximately 1995 when the emergence had occurred), we are living with a 12 year old digital kid and its little mobile brother now following quickly behind - and with a personality coming from the complex interfaces of the adult media environment which constantly guides him/her.
As both of these children grow very rapidly with new innovations, services, enablers and new forms of vertical distribution, and new emerging forms of monetization will continue to facilitate the environment that surrounds them as they coexist in this new economic frontier. The interactive online world and the emergence of Web 2.0 has given publishers the conscience of facilitating their properties with marketeers that can also connect to their users in parallel to bring value to the entire landscape. Context of the behaviour of what you do, when and where you do it within the online world through the different interfaces of mobile or browsing can bring answers, awareness and value evolving day by day as we interact - and “around me” can have new riches.
As existing online experiences will evolve to bring a full suite of rich information to your fingertips, the mobile online experience will bring the convenience, serendipity and timely connectivity to be the two parts of the whole for our personal digital needs in both reality and virtual forms.
Marketers can begin to build full campaigns that include not only their traditional forms, but a balance with online and mobile to find that this is now the sum of the whole to engage the consumer, from multiple different angles, and be in a position to communicate in all the different forms of context. Mobile is and will be the extension that gives the next opportunity for real dialog and interactivity to bring consumer and marketing value together.
Today as an average user might search and access approximately three to five websites daily, with mobile always on and connected, access to publishers and content will continue to become a part of our daily routine and will cause this explosion of usage. The extension of online to mobile gives the full package for marketeers to feel comfortable with campaigns that cover the targeting and context that becomes a key part of the timing and delivery of ads.
Mobile marketing and advertising standards, education and processes are becoming more main stream with global organizations such as OMA, IAB-Mobile, MMA (Mobile Marketing Association) in a very linear way with the online world. As a marketeer in 2007, it’s time to extend those online campaigns to include mobile and work on creative ways to leverage the context to bring value for the brand and for the consumer.
Links on Nokia: Business Week, Crunch Gear, Russell Beattie, Twango, The Wall Street Journal
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