“Mobile is the internet after it was bitten by a radioactive spider.”

(Singh & Carney, 2018)

Being a G&T lover, Gordon’s 2016 mobile marketing campaign really appealed to me. Using a clever mix of data, Gordon’s were able to identify commuters over 18, currently waiting for a delayed train, and send them a message to the nearest shop stocking nice cold cans of Gordon’s G&T (WARC, 2017).

The future of digital marketing is often spoken about in terms of creating moments, and this really sums up the campaign.

Failed mobile campaigns are harder to identify. They’re the ones we didn’t connect with. The ones that, in this busy world we live in, seemed irrelevant to us, so we’ve easily discarded them from our precious memory real estate.

There are very few brands out there using mobile with the sophistication of the Gordon’s example. And lots of half hearted, mediocre campaigns.

Taylor Wimpey sends me regular messages about new build homes, with no particular rhyme or reason. I’m not even in the market for a house. A local spa I went to once sends me weekly offers, meaning I’ll probably never pay full price.

Marketers need to get mobile savvy, just as internet marketers in the brave new world of Web 2.0 had to not so long ago.