Mobile Marketing’s 3 Major Challenges – Interview with TRUSTe CEO, Chris Babel
According to Chris Babel, CEO of TRUSTe, the mobile marketing industry faces three core challenges that until now, no one’s entirely solved. Speaking with Technorati at ad:tech San Francisco, we got first-hand insight into Chris’ take on each, and what his company’s doing about it.
1. Transparency – Ability for users to have insight in the process.
The first challenge for users, publishers and developers alike is letting users know what’s going on. With your computer, users have a sense that their online behavior is being recognized. But with a phone, as Chris explains, it’s not so clear. “The phone,” he explains, “is the one device that’s with you almost all the time, even on your nightstand while you sleep. It can be awkward not knowing what it’s doing.”
He’s right. I know where my phone is, but who else does? And what other data is it communicating while I’m sleeping? That’s kinda creepy. So we, as users, need the knowledge of what data our mobile devices are capable of communicating.
2. Lack-of-Choice – Users have no control in the process.
Okay, so assuming we address the first issue, having some sort of choice in the matter is the next. Once I know that my mobile device can track my location, and essentially send the equivalent of computer “cookies” out to marketers and other interested parties, I want the ability to choose whether or not I want that happening. If I like getting great targeted content, I’ll allow it, if not, I want to be able to turn it off and know it’s off.
3. Fragmentation – Difficulty consistently targeting mobile customers.
The third challenge in the equation is more on the provider end—there’s no universal system for this stuff. The mobile arena doesn’t have that “cookie.” Meaning, although LinkedIn the site has a cookie, LinkedIn the app doesn’t, so there’s no way to consistently and universally track between the two. Chris says, “We as users have two browsers running all the time on our mobile devices—the mobile browser and the application.”Continued on the next page