Mobile devices are constantly at hand in our daily routines. They provide a great opportunity for companies to learn about consumers (where we go, how we interact with technology and many more things) that have a potential to completely redefine how digital marketing (or marketing in general is done).
The endless supply of data is one thing all companies are currently craving. More data -> more understanding -> better marketing -> greater sales. However, before this could happen, companies need to address consumer concerns with making their personal lives on display. The only way consumer could overcome their hesitations in sharing their mobile data is by marketers designing clear regulations for data collection and becoming transparent on how the data is used. Considering the growing generational tolerance with data sharing, companies will only benefit from pioneering data controls.
Additionally, mobile offers another opportunity for marketers - to become more integrated in daily lives by creating an integrated experience between TV content and mobile. Some companies are already pursuing this with TV content complemented by Tweeter feeds and apps that provide additional information on content watched. As consumers share more data, marketers could streamline their interpretation of consumer behavior and provide relevant content at the right moment!
Liza Shepeleva
Breaking open the black box: Mobile advertising and the hunger for data
The endless supply of data is one thing all companies are currently craving. More data -> more understanding -> better marketing -> greater sales. However, before this could happen, companies need to address consumer concerns with making their personal lives on display. The only way consumer could overcome their hesitations in sharing their mobile data is by marketers designing clear regulations for data collection and becoming transparent on how the data is used. Considering the growing generational tolerance with data sharing, companies will only benefit from pioneering data controls.
Additionally, mobile offers another opportunity for marketers - to become more integrated in daily lives by creating an integrated experience between TV content and mobile. Some companies are already pursuing this with TV content complemented by Tweeter feeds and apps that provide additional information on content watched. As consumers share more data, marketers could streamline their interpretation of consumer behavior and provide relevant content at the right moment!
Liza Shepeleva
Breaking open the black box: Mobile advertising and the hunger for data
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