Throughout this year’s Mobile World Congress, tech Chiefs talked up what they deemed a ‘fourth industrial revolution.’ Nokia CEO Rajeev Sun, and Tele2 CEO Allison Kirkby, both referred to the proliferation of inter-connected devices. I sat inside a self-driving car, heard talks about autonomous train networks and even witnessed a cognitive dress. Future networking is hyper-local, increasingly automated and dependent on connectivity. So what does this mean for the marketing industry?
Marketing will have to reflect this broader trend in technology, if it wishes to stay relevant. The Internet of Things (IoT) is the term for this new ecosystem, and single-platform strategies will become more and more tired in this environment. So what should a smart marketer be thinking about?
A lot of the latest marketing tech revolves around multi-platform bidding software that allows agencies to access a range of platforms and bid for space. Being aware of the variety of relevant platforms your audience uses, and crucially the devices and locations they access these in, are the most important factors in the efficacy of your campaign.
A key message is clearly still important for any campaign, but tuning this according to platform will be the new challenge for modern marketers. Your brand identity is less important than the subtle social rules of the platform you’re using, so don’t in-app message like a robot, and don’t write incomprehensible banner adds. That’s just lazy.
Don’t aim too widely any more, marketers. Your national campaign messaging won’t interest a local user. As devices and platforms multiply, we need to be agile and localised in our approach if what we have to say is going to matter.
In short, if people are using a range of devices and a range of apps, we need to approach marketing as hopping across a lily pond of concepts, rather than throwing a huge quantity of ‘information’ at a wall.