FIGARODIGITAL.CO.UK


Makıng Mobıle Technology Work


Rapid developments in technology bring new


challenges, new opportunities and new ways of working.


Paul Putman, CEO at Donky, navigates the new mobile marketing landscape and explains why practitioners need to be more open-minded


ollowing my presentation at the Figaro Digital Marketing Conference on location-based services (LBS) earlier this year, I noticed that most of the audience had a good


understanding of LBS but lacked the technological knowledge to apply it. I left the event thinking about other technologies which I understand conceptually, but which I’d be unsure about implementing within my own business in order to achieve a return. Brands are rightfully excited by new


technologies. But the pace of development means they’re struggling to realise the opportunities it presents, so they remain at the beginning of the adoption curve. Consumers, on the other hand, adopt new technology so rapidly that many marketers struggle to keep up.


WHO OWNS MARKETING TECHNOLOGY? It’s no secret that consumers’ appetite for information on-the-go is increasing. As we move into a multi touch-point society where messages are sent to a range of end-points, opportunities for marketers to communicate with audiences are increasing. From desktop to mobile through to set-top boxes and even fridges, there’s an enormous range of ways that marketers can


50 issue 22 october 2014


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