Device deliverability

Device deliverability
With the rise of the intelligent devices, companies like Intel, Sony or other hardware manufacturers strive to make their devices smaller and smarter in order to interact with the user in a better way. This offers marketers new methods to deliver their client’s messages across a multitude of apparatuses. This untapped market like the GPS market, or the intelligent TV market is just starting to develop, following the patterns of the personal computer market and a the smart phone market (that has the same trends). First the device is used in for a specific function, like to perform mathematical calculations, or for communication. Then auxiliary functions start to rise, like fun and games ones, or social ones. After this software manufacturers start to realize that the monetization of these functions will bring then increased revenue.

Thus email marketing or ads in applications grow from the need to reach as many people with reduced costs. For most of us this means that the cycle is repetitive and we can apply the same principles from email marketing to device marketing. This is only partially true since the speed with which the device industry is moving is much greater than the one we were used from the PC days. We need to apply the same principles but we need to adapt to the speed and the multitasking capabilities of the new generation of devices and the persons who are using them. This coincides with the generation of individuals that is used to a new much faster way of thinking and new communication methods. From a pull mentality in which we went to the library to search for a topic of interest, or later we used search engines, we have evolved to a social network mentality in which the major component is the push communication. The era of the pull information is starting to fade, since the information is forced upon us from a multitude of sources. But we are also evolving and starting to filter irrelevant information that we come in contact with.

As the web banner has fallen to one of the last places when it comes to CTR, because users have been over-exposed to them and the industry has changed to link based ones, or contextual one, the same needs to happen to the email marketing industry. We all need to come out of our cozy shell, where we only try to create better deliverability to our emails, or campaigns on Facebook and Twitter and start thinking about where the future takes us. From TV’s that can interact with you, phones that have the same technical capabilities as a computer, intelligent buildings, smart cars, we are all surrounded with means of delivering our clients’ messages. Historically these new means have had a much better ROI than any traditional ones, because the user has not been exposed to them. The faucet has been opened by the pioneers of the industry Apple and Google with their proprietary location ad systems, but this is only the beginning of a major change in the industry. A change that will ultimately lead to perfect targeting of the marketing campaign. We can now know that we can send multiple campaigns using different means.

Many of us use smart phones nowadays, and we receive ads targeted towards our usage of these devices. One group of companies that is trying to capitalize on all the aspects of the use of such devices is the airline industry. For examples there are a few start-ups that are creating systems to deliver information on planes based on our in-flight patterns. But this is not the only place that information can be target towards individuals not masses using alternative devices. By collecting data from the use of our clients gaming consoles, TV habits, car radio stations, commuting routes only to name a few we can start to create campaigns that will most certainly reach the targeted audience. A down fall of this method will be the abuse of the user with messages. Imagine receiving on your Android phone a newsletter with information about a place you will visit because you have agreed to receive communication from the company that has sold you the tickets. This will be pleasant because you will know what to do when you arrive at the destination . But once you start to receive messages on your Apple TV, and on route on your phone, and on your Windows Embedded Automotive and on your custom created brochure that is waiting in your hotel room, you may start to detest this practice, or even worst to ignore the information altogether, which is the biggest nightmare of a campaign creator. Thus the future of deliverability to all the devices needs to take into account much more than CTR. The deliverability factors need to take into account the actions or non-actions of the user. If we deliver the newsletter to one of the communication mediums, we need to refrain  from sending it to the same person, on other devices. Deliverability will start to mean the lack of it soon enough.

In the future as the devices evolve, spammers will try to adapt as well, thus barriers will soon rise on more devices stopping marketers from sending their information towards the customer. The marketing industry and technology industry need to start working together to be one step ahead of the spammers and to protect the consumer, whilst still delivering the information.

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