Local is widely-touted as the current “it” thing in the digital advertising revolution. Our mobile toys now have the capability to let brands feed us location-based offers, targeted ads as we walk down the street, and real-time promotions or discounts. But does this view of the mobile and digital future of advertising even make sense?
According to Facebook brand experience manager Paul Adams, definitely not. Adams argues that brands have approached the LoMo (local/mobile) trend as traditional advertisers— “How can we port the content of a commercial or coupon into a digital, mobile format?” This is the wrong question to be asking. While use of mobile technology and location-based services has exploded in recent years, those facts don’t necessarily indicate that people are begging to be spammed on a hyper-local scale. Look at the rise and impending (or currently-happening) fall of Groupon. A guy can only buy so many two-for-one massages and improv classes.
The more important takeaway from the rise of LoMo is what spurred it: online social networks. The reason we keep our devices welded to our bodies at all times and check in at the cool new restaurant or bar is to stay connected with those around us— whether they’re friends, neighbors, or fellow enthusiasts. The desire to connect and share with those networks is what will drive the next jump in the evolution of digital advertising.
Paul Adams states, “People listen to their friends. They don’t listen to businesses… the era of push marketing is over, or it’s ending.” Brands shouldn’t be wasting time trying to figure out how to squish their traditional content into a mobile format, or how to best capitalize on the shiny new location app of the day. Brands need to be connecting with people, making real and lasting impressions, and creating evangelists. A satisfied customer has always been the best salesman. That’s been a foundation of marketing and advertising since the beginning of time.
Sure— the new toys and capabilities are cool. But brands need to remember that engagement is still king.
30-Day Challenge #2
