A BRAND-NEW GAME
ever before, the
Internet will be
in real time.
PRIVACY MUST BE MORE
THAN AN AFTERTHOUGHT.
One of the key expectations of the
desktop experience is privacy, and
that expectation is the same for the
mobile environment. Given the
volume of data that mobile devices
capture (or are perceived to
capture), the demand for privacy
will become stronger. Consumers
must be respected. Ethics matter,
and so does the law.
But it also
WE CAN REACH
CONSUMERS DURING THE
Mobile access means we can
identify when a consumer is in a
retail location and what particular
smartphone app they’re using.
Whether they’re picking a
restaurant or buying a car, we will
know a consumer’s needs in the
moment and use that knowledge
to create impactful engagement
programs suited to what’s
happening in real time.
TAKEAWAY: Be relevant
WE CAN CONNECT
Analysis of rich mobile data lets us
identify consumers based on any
quality we want, in as detailed a
way as we need. We can seek out
consumers based on something as
simple as age or zip code — or as
intricate and dynamic as their
shopping habits and brand
preferences, broken out by time of
day. So much for the same old
approaches to consumers — the
mobile web opens the door to truly
original ideas and initiatives.
TAKEAWAY: Be creative
WE CAN DELIVER
ANSWERS TO ANY
QUESTION AND INQUIRY.
The hyperlink is the connection to
vital information in the consumer
journey. The hyperlink provides an
opportunity to not only present
images, messages, and ideas, but
also offer straightforward and reliable
information — a commodity highly
valued by consumers. Selling is
important, but so is elevating a
brand’s trusted role in a community.
Trust accrues to those who contribute useful facts and analysis.
TAKEAWAY: Add value in the moment
ANA Thought Leadership Series October 2011 | 11