John du Pre Gauntt works at Bellarmine University, at the Institute of Media, Culture and Ethics. He’s going to talk about the intersection of media, marketing, and mobility.
John will discuss how advertising has changed since the times when advertisers knew where consumers are. And an industry audience is easier to market to than a general audience. What’s important is the flow of information and of people. The flow used to be based in a location or place, like your home TV or a billboard, but now you get rich media at home or in line at a store or on your phone. Media flow is wrapping around where people are, and everything else is subordinate to that fact.
Since the industry can’t predict where the user will be, it’s more about mapping mobility habits than where the user is. There are 4 current types of mobile marketing types to achieve this goal: Mobile Internet, Multimedia, Text Messaging, and Downloadable Applications.
“You can’t depend on your judgment when your imagination is out of focus” – Mark Twain. You have to imagine things that don’t exist yet to predict the future. No one knew of Google 10 years ago, and now it’s hugely influential. The future of mobile may not be in the US, but in Brazil, Russia, India, and China due to the numbers of mobile internet users and mobile phone penetration.
Before the iPhone, its level of design, consumer friendliness, and integration was nonexistent. But now it’s raised the bar, and the hardware it runs on matters too. People like things that work and are elegant. A closed tool, like the iPhone, that works and does mostly what you want, but not necessarily how you want it, wins over an open tool that kind of works.
Google needs to get to mobile, and change the way mobile is being monetized. People do want some good advertising because it saves the hassle of choice.
Will there be a decrease in current advertising types as mobile ads increases? Probably not, although Mobile devices and ads can create an instant call to action better than other media, and it includes success tracking information for advertisers.
There is no mobile “do not call” or “do not text” list right now, since the industry has tried to say they are different from other types of media advertising.
John mentions how refreshing the Presidential Debate was last night, without the media “BS” that has been accompanying the race. He loved to see the two candidates actually talk about the issues, instead of the spin from the media. He noted that The North Koreans know they are being lied to, but we don’t. Which is why the Institute of Media, Culture and Ethics is so important in the United States.
Thanks everyone again for reading. This is Michael Schnuerle with www.metromapper.org signing out with this final post from the Idea Festival. See you all online, in person, and next year.
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