The mobile phone: Gateway to the future

Jim Marshall: The mobile phone is about to have a revolutionary impact on all forms of human communications, providing real convergence and potentially harnessing the power of all the advertising media in one place and more.

The media world has encountered arguably more change in the last 5/10 years than the previous 50 years – certainly since the launch of commercial television in 1955. But it doesn’t necessarily always feel like that.

Kevin Keegan once famously (or infamously) said: “I came to Nantes two years ago and it’s much the same today, except it’s completely different.”

I’m not sure about Nantes, but if he was talking about media I think I would sort of understand what he was saying. The effect of digital technology and the rise and rise of the internet have completely changed the media landscape but much of the media world still seems to be clinging on to the past. This particularly applies to the selling and trading approach of the various media, even the internet companies.

Also, the impact of convergence hasn’t really happened yet to the degree that it was expected and the brave new world of integrated cross-platform media solutions in still very much in its infancy. Traditional branding advertisers are finding it especially difficult to define a clear role for the new media channels in their communication strategies and there is a continued sense of deja-vu (back to the !990’s) when it comes to developing media strategies, even though we’re already into the second decade of the 21st century.

I believe this is likely to change pretty rapidly. Why? Because of the impact of the mobile phone.

So here’s a prediction: I believe the mobile phone will have a revolutionary impact on all forms of human communications, including advertising. Ah, you might argue, it already has! Well yes, but not on advertising and wider consumer marketing and not to the degree that I think it will impact in the next year or so. OK, any prediction has to be subject to the vagaries of changing market circumstances and technology glitches (ie, if I’m wrong I’ve got a couple of excuses) but I am confident that the mobile phone is going to be the next big opportunity for the media world. This is because the mobile phone will revolutionise the way that people live their lives, especially outside of the home, which we all know is where people are spending an increasing proportion of their time.

Of course it can be argued that it will no longer be a phone, but rather a multi-functional device giving access to communications, information and, very importantly for advertisers, entertainment. And of course it will all be entirely interactive, so the commercial opportunities will be limitless – the entire consumer journey, from learning about a product, through product information/consideration to purchase can be undertaken during a short bus journey! It will be a genuine gateway to the future of marketing, promotions and sales.

So what will this all mean to the other media, advertisers and their agencies?

Firstly, it will mean real convergence because it will become a cinema, television, radio, newspaper, magazine, of course the internet, and even a poster, all in one place. Therefore, if you are a serious and branded content provider (ITV, the Daily Mail, the Economist, Global Radio and on and on!) arguably you can’t afford not to be there.

Secondly, it will be an advertising medium, in fact potentially all the advertising media in one place and more. Yes, of course smaller and without the ability to hold the consumer’s attention for quite as long, but highly personalised and with the utmost flexibility.

The mobile phone and its advertising potential is going to bring many challenges to the advertising industry, not least to creatives, who are going to have to devise new formats and approaches. For media planners, the biggest challenge will be to understand how consumers are going to access and use the content (particularly entertainment) and what role advertising will have in funding/enhancing that experience. In Keegan’s words: ” … the same, but completely different.”

Actually, possibly the biggest challenge will be to avoid the temptation of ignoring it for now and staying with existing tried and tested media strategies. This may seem tempting but in a couple of years’ time those media agencies that have extensive experience and expertise with mobile phone campaigns will be genuine 21st century media practitioners, those that don’t … well, will be still firmly stuck in the last century.