Smartphones, the most powerful data-collection tools ever created, don't just tell brands what consumers want but where consumers are. Sometimes they even tell brands what consumers are doing at different times of the day.
Location, activity and time are a powerful combination, however, many companies, in a rush to seize a toehold in the exploding mobile market, mistakenly focus on the technology instead of the people using it.
Their messages lack relevancy and consumers filter them out the mobile equivalent of telemarketing. To be relevant to consumers, and to slip past the filter, companies must shift their approach to mobile marketing.
Consumers no longer pass ively participate in campaigns. Instead, they respond in real time, influencing both the scope and direction of promotions. It's a two-way conversation. It's not enough to release a sparkly new mobile app. Innovative applications are important, of course, but brands have to do more.
Brands have to motivate people to act by designing campaigns as dynamic and flexible as the mobile market, which now includes search, social, video, music, gaming, payments, retail transactions, location-based services and augmented reality.
Brands need a deep understanding of how mobile apps can drive views, downloads and checkins, and how to schedule specific calls-to-action around release dates, product trials and related campaigns, both on and offline.
Brands need real-time information monitoring from mobile apps and social media to get a broad perspective. They also need to zoom down to ground level, tailoring the user experience on an individual level.
Further, b rands must build these new...
