The Mobile Crystal Ball – Online/Offline Convergence

Aug 4

The Mobile Crystal Ball – Online/Offline Convergence

A bit of a commitment to watch, but this presentation by futurist Gerd Leonhard is a great summary of where mobile is moving. It is not really just about travel…

The main takeaways:

* Online/ Offline Convergence – it is the one space.

* Going direct is the new default. If you are going to survive you need to add so much value you can’t be by-passed.

* Mobile advertising is about reaching the right people, at the right time, in the right place, at the right moment. I would add ‘the right offer’ as well!

I am beginning to think that as mobile is such a personal device, that pretty soon if advertisements aren’t completely relevant they will be as intrusive as the un-targeted/ unwanted telemarketing or door to door sales call.

Mobile will need to be about curation and exact targeting, or it simply won’t work.

Mobile Marketing futures: Futurist Gerd Leonhard, MMA CEO CMO Summit, Sydney July 2011

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