November 17, 2009 (3:44 PM) by Raff Viton
Smartphones are everywhere. But what about smart content? Last week, we talked about the importance of strategy and insight. And now, it’s time to explore the ultimate creative commercialization frontier: mobile whitespace. Many have done it before, that is, faced the “White Bull,” also known as the blank page. Only now, in the digital age, we’ve been presented with mobile whitespace, the gift of nearly unlimited digital possibilities that fit in the palm of your hand. What we choose to fill it with today has the potential to revolutionize the mobile space for years to come. With the purchase of two billion apps to date, we know that content is the lifeblood of anything worth paying attention to. And now, we also know that useful and interesting content gains more traction and leaves a greater brand imprint. But let’s go beyond that. Let’s talk targeted innovation. For those of us without Tivo or DVR watching a favorite show, we’re bound to see the same thirty-second spot at least more than once. After the third time, you may be annoyed. Granted the strategy behind this placement is brand penetration, there’s a big problem: if anyone is interested in purchasing the commercialized service or product, they’re probably in one of many buying stages. And if they’re receiving the same singular message that is anchored to one stage, over and over, the brand loses relevancy. This content strategy is the equivalent of asking a multitude of various questions about the product and receiving the same answer, over and over—whether or not it makes sense. To make a purchasing decision, people want more pertinent information, not the same set of facts. And in the mobile realm, we have an extraordinary opportunity to give people information they may want or need to assist them in making a purchase. Mobile content is faster—replacing a message is no longer a month long conundrum. And if customers are interested in a set of products and choose to opt in, we have the information we need to help them, instead of pushing one message into their faces, hoping for the best. After all, just as Apple puts it: Smartphones are “solving life’s dilemmas, one app at a time.” Why not help solve the purchasing decision dilemma? Now is the time to innovate in this space and to turn insights into relevant realities. Now is the time to truly consider the consumer. And with mobile technology literally ramping up, we have the chance to do something revolutionary. Next week, I’ll be discussing the emerging technology driving mobile innovation. Tune in next week to see what’s next and why. Have you seen the new Maddock Douglas homepage? Follow Maddock Douglas on Twitter
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