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Guest Post : Mobile World Congress and the opportunity for mobile marketing / Michele Turner, Chief Product Officer, mBlox

by on March 6, 2013 in Latest News, Mobile, Mobile Marketing, Mobile/Tablet

Michele Turner, Chief Product Officer, mBlox writes .. It’s my 4th Mobile World Congress this year and as always, it never fails to impress. Alongside a new location, we have also seen some incredibly exciting announcements which are set to rock the mobile marketing community.

Sure, robotic security guards and teachers may be a little far-fetched for now. But other announcements such as Samsung’s Galaxy Note 8.0, Huawei’s ‘world’s fastest smartphone’, the connected city and of course, developments in 4G are all things which we, as marketeers, need to sit up and take notice of.

With larger screens, faster internet speeds, and connected devices all around our houses and cities, the opportunity to directly market to and engage with consumers is exploding before our eyes. For example, in AT&T’s technology display for the home, mobile apps are connected to multiple devices around the home, including the heating and lighting system, the fridge, cars and bikes, and even the pet’s food bowl.

With the right approach, there’s a great opportunity for certain brands – namely those that a consumer would welcome into their home – to understand a customer’s behaviour within any element of their life. Even with today’s smartphone, you can (with a consumer’s permission) see where they are, the battery life of their phone, the things they’re interested in and the links they click on. Just imagine what kind of information we will be able to see once the connected home or city becomes a full reality. Whether it is what time of day they exercise (and may therefore buy sports drinks for example), or whether they have run out of cat food, brands can connect with these consumers to offer them solutions which fit in with their exact life style and needs.

Of course, some brands are still in their infancy when it comes to marketing and consumer engagement over the mobile, so the basics need to be mastered first, such as ensuring that content is relevant and timely. But I don’t think it will be that long before almost any brand is utilising the power of mobile and the surrounding technology around us to create an entirely new brand experience and redefining their relationships with consumers. Let’s watch this space!

Michele Turner, Chief Product Officer, mBlox



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