Context and Analytics are key currency for tomorrow

We all know the mobile will become the centre of what consumers do. In the recently concluded Mobile Future Summit, the impact of this device has been summarized quite well. There were several good speakers and here is the essence of what some of them had to say:

Steve David, was a keynote speaker. Steve spent over 30 years at P&G , the final assignment as P&G’s CIO responsible for their Internet Strategy.

Steve laid out the case for Advocacy being the new measure of marketing. It has a lasting impact on the brand, the sales, and the relationship with the consumer. Companies who have a better understanding of the customer via sophisticated analytics and can quickly take the solutions and products that consumer want and need gain long-term competitive advantage. Insights from the market must be processed in real-time that can empower decision making at every level of the company. And mobile is central to this strategic shift. Mobile is being used to attack the counterfeit problem worldwide, in formulating personal recommendations as trust in brands erodes, in collecting analytics, and engaging interactions with products and services using NFC, etc. 

In the session of The Balance of Privacy and Monetization from Consumer Data,  advertisers like adidas want to move from 1-2-many to 1-2-1 relationship with the consumer that increases the volume and quality of the transactions. The valuable variables to track are location, propensity to buy, past actions, traffic inputs, etc. Discovery and recommendations also become important part of the whole process.

I do believe the next phase of customer engagement is on the mobile. The ability to build relationships using content, engagement & micro-transactional engagement using analytics & interaction studies are going to determine the success of brands.

Customers don't just want coupons on mobile. They look for information & reviews!

Most marketers have not forgotten the mass marketing principles and refuse to unlearn them for personal devices like mobiles which is increasingly becoming a marketing tool.

Off late, I have been bombarded with too many messages from retailers in India, just to inform me about their new arrivals or sale!  I dread to give away my mobile number to any retailer. The response from customers will only decrease over time if this is misused. It will become a case of message sent but just not seen at all - from OTS( Opportunity-to-See) to OTT( Opportunity-to-Trash) becoming huge!

E-marketer has an interesting research that tells a lot for grocery retailers but I do believe it is relevant for any marketer who's looking at the mobile medium.


Mobile is a great medium for dialogue, conversation and relationships. Don't treat it like a TV with lower costs of reach!

The coming mobile coupon-customer engagement boom

The world today has over 4.5 billion mobile phones and the number is growing rapidly. This provides customers with a device right in their hands to talk, access data, receive messages, network socially, check mails, and even download offers. This device now provides an unique opportunity for marketers to build very strong one-to-one engagement programs with customers using mobiles as a primary medium.This is going to lead to a whole set of data availability - downloaded apps, frequency of apps usage, offer downloads, redemption etc. enabling powerful mobile analytics and targeted behaviour-based campaign opportunities, enabling a whole new engagement platform between marketers and customers.

Take a look at the opportunity and how marketers need to leverage this opportunity.