A new Holy Trinity #IN Internet Advertising — Mobile phones, People and Buying behaviours.
2010/12/16 2 Comments
Budget cuts force advertisers to focus on influence buying behaviours during their next purchase and we expect their attention to shift from SEO internet marketing or Social Media platforms to mobile marketing as mobiles phones, people and buying all go together.
The statistics about global mobile phone use are impressive, billions of people now use mobile phones, though buying is a personal experience and it is simple enough for anyone to observe how often a mobile phone is present when anything is purchased. Advertisers have long tried to tap mobile phones and condition people to tell them where they are as they travel with incentives like FourSquare or other software platforms that reward them to ‘declare’ where they are, what they buy and who is with them.
People buy for their own reasons and change their measures of success according to their goals, resources and situations. Advertisers and marketers simply have no way to predict what people will buy regardless of their previous behaviours so reaching them as they are in the process of buying is a very attractive proposition and mobile phones appear to be the answer to an Advertiser’s dilemma of how to attract buyers to their products when everything is a commodity.
There have been many attempts to find ‘secret patterns’ that people use as they buy including ‘hunter and gatherer’ models based on thousands of years of observations to ‘swarm theory’ created by observing animals or insects searching for food.
At best the comparisons focus advertising or marketing budgets in the general area where buyers may be found and at worst advertisers spend their money and never find individual buyers and add the the ‘level of noise’ that people contend with as they buy.
Our approach to predictive buyer behaviour analysis is based on Resonance, the concept used by Twitter for their advertising business model and for anyone interest in patterns I recommend the work of Bryan Davis, who in my experience avoids abusing patterns by not linking the desire of what people want to achieve to the patterns that appear in their situation.
Mobile Advertising and Internet Marketing
Searching for information almost always preceeds a purchase and people have shifted their dependence on information sources from physical sources like Yellow Pages, Yahoo and recently Google’s combined Search/SEO choices to ‘hot’ Social Media platforms which currently command over 50% of all searches.
As people have shifted how they search they are challenged to wade through all of the content that is available, content that once provided a great value has become awkward to navigate by its size. Wayfinding has become an issue and Content Resonance, recently championed by Twitter in its Advertising Revenue Model, appears to offer a good option to information ‘gatherers’.
The popularity of mobile telephones as the on-ramp of choice to Twitter, LinkedIn and Facebook means that fewer people use desktop browsers and that Google can no longer return 3,000,000 ‘hits’ or URLs for us to examine before finding where we want to go. Fewer hits means less advertising dollars and I personally would not like to see more that 10 or 20 good options of where to go to find answers when using my mobile phone.
Mobile phones have become the preferred way to access Social Media platforms and present an new opportunity for internet advertisers and marketers to reach people during their next purchase, if only they could find out how.
Privacy, Trust and Mobile Market Warfare
Internet Privacy appears to have been downplayed by Facebook and comments by Google’s CEO who push the convenience of SEO, search and their software though privacy is very important in their experience of buying and strongly linked to trust
There are many companies that see the mobile market space as the next frontier in opportunity–Nokia, RIM, APPLE, Sony, Microsoft and Google among many, many others. The simple reason is that the mobile telephone appears to be a viable replacement to the Search Engine and the internet browser.
Oddly enough the wild success of Android will kill SEO faster and the growing number of Android APPS or application will kill Android as few people will know which are useful and fewer Android publishers or developers will make money without playing the privacy card or looking for private user data, in our opinion.
Advertising Innovation and Cross Media
Cross Media, also known as TransMedia, is an approach to delivering messages, stories or advertising to people across different media channels according to how people interact with those channels.
Cross Media works best when taking a person’s perspective and delivers stories or advertising messages where they can be found rather than ‘herding’ people to products. It is natural and fits into the ‘hunter and gatherer’ pattern sought by advertisers.
Our work with behaviour patterns and story delivery has identified another area of improvement for advertisers or marketers–measures. Most measuring and analytical tools focus on old marketing and people interaction models or behaviours and don’t measure what cross media marketers or advertisers need for success.
For those who wish to explore Cross Media we suggest Dentsu’s Cross Switch site and our own SpeedSynch Resonance Maps.
Nick Trendov @SpeedSynch firstname.lastname@example.org