Brand Marketing in a Wireless World
Wireless technology has come a long way, but filtering technology hasn't. A brave new wireless world can't be bound by PC paradigms.
Wireless technology has come a long way, but filtering technology hasn't. A brave new wireless world can't be bound by PC paradigms.
I recently attended a seminar in Manhattan during which Research in Motion (RIM) Chairman and Co-CEO Jim Balsillie was giving a speech targeting the financial-services vertical market about RIM’s new offerings with AvantGo.
During the presentation, he grabbed his RIM pager to read incoming messages. Now this is Manhattan we are talking about, the heart of the world’s financial markets, so if he is interrupting his presentation to answer a page, it had better be some important message!
While talking with him after the presentation, I discovered that he had filters set up on his personal digital assistant (PDA) to let only certain people (read: addresses) come through during a set time frame. In other words, only the most important business-critical messages that needed his immediate attention would be able to get through the filters. I thought to myself, As the CEO of RIM, he probably has some important messages come through, but isn’t this (expensive) presentation to his target audience equally as important? For all we in the audience knew, he could have been checking the device just for effect during the presentation. He is the CEO of RIM, after all.
Now let’s cut to the world of brand marketing.
Companies and technologies exist today that are built to deliver marketing messages (straight brand ads, e-zines, e-newsletters, etc.) out to wireless devices such as RIM pagers and other wireless data-enabled PDAs (e.g., PalmPilot, Compaq iPAQ). AvantGo itself is a strong proponent of these messages. Yet who is ready to receive an unsolicited brand-marketing message on his or her wireless data-enabled PDA? Or even an opt-in marketing message? Certainly not the CEO of RIM. He has already filtered out most of his everyday messages!
Now let’s talk about the technology. At the moment, some of the unsolicited brand-marketing messages will actually slip through the filters because, as we all know from doing our own filtering, you have to “nominate” the address (and/or the domain) of the sender in order for proper filtering to occur. In the near future, Balsillie is not going to be very pleased when he is interrupted by an unsolicited brand-marketing message during an important presentation!
My opinion on brand marketing in today’s wireless world?
I would really like to see the major PDA vendors develop new ways of filtering for the wireless world so that we are not forced to carry the PC paradigm of filtering into tomorrow’s devices.
I have a feeling Jim Balsillie would also appreciate it.