In 2006 the telecoms and tech author Tomi Ahonen coined the term “Seventh of the Mass Media” to explain why services on mobile need not be copies of internet or TV content – it describes the evolution and convergence of mass media from print to mobile. It’s an interesting concept that I often get asked to include in introductory presentations about Mobile Marketing.
The seven mass media in order of their introduction are:
1 – Print (books, pamphlets, newspapers, magazines, etc) from the late 1400s
2 – Recordings (records, tapes, cassettes, cartridges, CD’s, DVD’s) from the late 1800s
3 – Cinema from about 1900
4 – Radio from about 1910
5 – Television from about 1950
6 – Internet from about 1990
7 – Mobile phones from about 2000
There’s fascinating stories about these all along the way, but we’re going to focus on Internet and Mobile.
The internet was the first “inherent threat” mass media channel. Inherent threat means that the internet could challenge any previous media and cannibalize it – for example, print articles can be read online, tv shows viewed online, radio shows listened to etc. Additionally, the internet introduced three powerful concepts:
1. It was the first interactive media,
2. It offers search, and
3. It enables social networking
Mobile wasn’t born as a “Mass Media” until Radiolinja (in Finland) launched the first downloadable content to mobile phones – the downloadable ring tone – in the Autumn of 1998. This started the shift of mobile from telecommunications to media.
Ahonen points out that there are seven features that distinguish mobile from all the other media:
1. Mobile is the first personal mass media
2. Mobile is permanently carried
3. Mobile is always-on
4. Mobile has a built-in payment mechanism
5. Mobile is available at the point of creative inspiration
6. Mobile has the most accurate audience measurement
7. Mobile captures the social context of media consumption
Many may claim that the internet offers some of the benefits (personal, payment, audience accuracy and social context). However, as Ahonen states:
The internet is only semi-personal such as shared computers at internet cafes, home and the office, and the ability for example of employers to read content consumed by employees. The internet in its native form cannot handle money or payments, and requires work-arounds such as Paypal accounts and using credit cards. On mobile payments can be enabled on the click, such as with downloading ring tones.
The Systems View blog explores some of the unique dimensions of Web and Mobile in more detail.
Mobile is also often referred to as the “fourth screen”, the first three being Cinema, Television and PC. Nokia sums it up quite nicely in this advert:
Hey Dave, I subscribe to Tomi’s blog as it’s some of the most thought provoking reads you’d find out there.
Your point number 4 (built in payment mechanism) is one of extreme convenience. In a world of clutter and an abundance of advertising, companies that identify this crucial element of convenience for the customer’s instant gratification will make strong headway in this economically testing times.
I’ve written about the convenience of the built in payment mechanism back when the Bravia was hot news.
Mobile is the one channel that has the potential to outweigh any media channels before it. Back in November of 2007 I’ve written a post which seems to finally become a reality as we fully engage with 2009.
I can’t wait.
Hi Dave,
Interesting post – now what?
I am seeing a tremendous amount of action regarding mobile media yet very few people are willing to learn about it’s true potential.
I see a lot of companies throwing money into various campaign mechanisms and using singular elements within mobile and not achieving results and this could be disatrous both for agencies and their customers.
I think there is a lot of education still required before marketing in the mobile space delivers desired results on the campaigns delivered.
Hans, (nice blog by the way, subscribed)
I think you answer your own question in the second section of your comment. To truly see the potential of mobile we’ll need to educate, educate and then educate some more.
The problem is throwing money blindly at campaigns without understanding the human element behind it. A marketer needs to understand the fundamentals of consumer behaviour and not focus entirely on the technology that makes it work.
@Henre Wow. I loved how you describe VC as an unnatural performance enhancing substance in the second article you link to. Thanks adding value with the comment and links.
@Hans I think we still tend to take our cues from the USA when it comes to Marketing trends. They’ve been slow to adopt, so the big players here have been slow to adopt and learn about it.
I think need to start gathering the mobile community in the way the web community gathers in free events and unconferences.
I know Mobile Monday is starting up in Joburg soon to address this, at least in part.
Dave and Henre,
We have run a couple of campaigns – and the most successful we have had have been those that include the trad elements of print, online, radio and tv….. the response was phenomenal although not instant – as the campaign ran over 3 months. We could see the impact of the radio plugs which added HUGE value to the campaign.
Very different to campaigns where we have only utilised mobile… where the uptake has been considerably lower.
I guess we know what to do and how to do it – just getting corporate SA to commit budget and time is another thing; particularly in this depressed economy where bottom line is everything.
Thanks for the feedback.
Hans, yes. I believe mobile is most effective as entry point (pull campaign to get the user to act from the phone to web) or destination (push from television to phone).
Of course, I maintain that convergence is key and I think many would agree, which makes Mr Willcock’s last point a tad confusing, although I believe it was rather tongue in cheek.
Mobile as standalone marketing media is a much tougher proposition. You’d ideally have a valuable database of permission based users. Getting it personalised to each consumer’s preference is even more complex, which essentially gives it almost the same value as newsletter distribution…with the obvious benefits though of it being very personal, not spam ridden (yet) and instant.
Henre – agreed..
If you look at the success of Playboy and Obama as 2 examples of the success of mobile there is no doubt that convergence plays a massive role in engaging with customers friends colleagues etc.
I think as Mobile advocate’s and implementors our biggest issue is delivering the goods and for me that all boils down to setting expectations from the outset…
I think there are a lot of “fly by night we can do anything” mobile marketers as well as those that have limited understanding of the various mobile mechanisms and as such utilise inadequate elements and deliver inadequate results.
I would love to mention names but I cannot…. some of the “experienced” mobile gurus are directing customers in directions that are naive and absolutely incorrect for the desired objective however the client trusts them and pays up…. it concerns me gravely as the damage it could cause could seriously dampen progress of the mobile market.. which we know is one of the most dynamic and phenomenal….
I must say I’m keen to get involved in the Mobile Monday meetings – Dave have you any further info?
@Hans I’ll forward you the contacts of the MobileMonday organizers in Joburg by email. They’re busy putting together an organizing committee at the moment, so it’s a good time to get involved if you want to.
Dave – thank you, I’d really appreciate that