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Smartphones are the most powerful data-collection tools ever created. They don’t just tell you what consumers want. They tell you where consumers are. Sometimes they even tell you what consumers are doing at different times as they move through their days.
Location + Activity + Time: it’s a powerful formula. Never before have consumers provided such subtle information about their actual behavior. Many companies, though, in a rush to seize a toehold in the exploding mobile market, mistakenly focus on the technology instead of the people using it. As a result, their messages are not relevant enough, and consumers filter out the messages as static, the mobile equivalent of telemarketing.