Presenter: Charles Golvin, Principal Analyst, Forrester Research
I didn’t get around to posting this last week, these are some high points of Charles’ all too short talk:
Mobile data adoption is growing, but skews young. Many people still have not been exposed to mobile ads.
They don’t trust SMS ads. They also don’t want to pay for something in lieu of advertising. In the current state this creates contradictions.
The most interesting thing he said in his talk was when he showed Google mobile search and then stated, “I think Google imitated Yahoo! in this regard”.
Offline visual codes are powerful mechanisms for simplifying mobile call-to-action. (I’d expand this to state that it will become powerful for creating an effective multi-channel strategy as many people are too focused on mobile alone.)
Mobile should eventually be abbreviated, transactional, measurable and integrated with physical world.