ANA Magazine - October 2011

A BRAND-NEW GAME
More than
ever before, the
Internet will be
integrated into
consumers’ lives
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.

This creates
profound
opportunities
for marketers.

But it also
creates
challenges.

WE CAN REACH
CONSUMERS DURING THE
DECISION-MAKING PROCESS.

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 WITH CONSUMERS AS INDIVIDUALS.

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.