The Future is NOW

In Tom Lowery’s article titled “Why Mobile Is the Future of Advertising and Marking,” he states that print attracts only 7% of media attention, yet it receives 25 times more ad money than mobile does. When you consider what we have already learned about information conveyed through print – that is more emotionally impactful, more memorable, etc – how could we possibly believe that mobile is the future of advertising and marketing?

The short answer is that a mobile device allows customers to access certain resources that make their decision-making process and follow-through quick, easy, and reliable. Lowery explains that customers want a tailored and easy-to-use experience, and mobile devices cater to this desire.

An awareness of audience values is extremely important in determining an advertisement’s success. Ad success is defined by how many people who see the advertisement wish to purchase the product and/or feel that it is relevant to them. However, Lowery emphasizes that a viewer’s perception of a product or service is not solely influenced by the advertiser’s presentation; it is also influenced by other audience members’ opinions. According to this article (http://marketingland.com/survey-customers-more-frustrated-by-how-long-it-takes-to-resolve-a-customer-service-issue-than-the-resolution-38756), 90% of customers say that their buying decisions are based on customer reviews. Consider mobile sites such as Yelp or TripAdvisor – checking these sites has simply become the norm before deciding where to eat, what to do, and what is worth paying for. Mobile advertising considers the holistic process of advertising, and recognizes that a buyer’s decision is influenced by more than the words in a newspaper. While reading words on print does prove to be a more emotionally impactful experience than reading online, the power of another person’s experience and perspective outweighs that of a print ad.

Secondly, the future of advertising and marketing is mobile because it is extraordinarily convenient. This article (http://www.forbes.com/forbes/welcome/#2ce49b102c9d) highlights the three “P’s” relevant to marketing as it relates to mobile devices: mobile allows the advertising scene to be personal, pervasive, and in close proximity. It is personal because each person owns a phone – therefore, people have an emotional attachment to the very source from which they are receiving the information. Because people carry their phones with them EVERYWHERE and are constantly looking at them, advertisers are given a plethora of opportunities to bombard users with advertisements. The amount of time that people spend looking at paper news or magazines is significantly less. Third, it allows for proximity – phones can detect your location and suggest restaurants, museums, or coffee shops in the area. This is the tailored service users want and mobile devices allow for follow-through.

The electronic ad infiltration seems to increase on a daily basis, and it is only a matter of time until “the future” of mobile advertising becomes "the present"!