Meet the Newsosaur. Alan D. Mutter dates back to the days of handset type. The former big city newspaper editor has reinvented himself several times, riding the cusp of technology tidal waves crashing onto the eroding shores of traditional journalism.
In today's blog post, he focuses on the growing impact of mobile on ad spends. "Any day now, we will cross another technological tipping point, as the majority of digital advertising purchases moves to mobile devices from desktops and latops."
Mobile, he says, is "where the eyeballs are."
No surprises to this zombie, who at least remembers the days when people didn't sleep with cellphones. As the Pew Research Center noted in April, we spend almost three hours per day on mobile devices.
LieberJohnson isn't an ad agency, but as the lines continue to blur between journalism/marketing/advertising/public relations, Mutter's observations apply to anyone trying to manipulate public opinion or engage with a stakeholder.
"The powerful attraction that mobile pones hold over their owners overcomes the single greatest challenge facing advertisers: capturing a customer's attention."
Mobile phones, Mutter correctly notes, are addictive, targetable, social, transactional, measurable and unavoidable.
What more could a client or PR firm wish for?
Mediapost.com's Marketing Daily posted an excellent headline yesterday: "How User Reviews Are Gutting Brands"
Stanford University marketing professor Itamar Simonson is the recent co-author of Absolute Value: What Really Influences Customers in the Age of (Nearly) Perfect Information.
Simonson says brands won't die. Their functions will change. Much of this change will result from the use of online reviews. Customers read what other consumers have posted about a product before deciding which brand to buy. Marketers woud do well to heed real-time feedback on the products they promote. Customers trust each other more than anything a brand has to say.