I happened to glance up from my screen and in the letter rack I spotted this clipping. My Dad’s written on it ‘Times July 1’. I don’t remember being in it so it was a bit of a surprise to see it. My father clearly took the trouble to buy a copy of the newspaper (he was a Telegraph reader as a rule) and then cut out and kept the clipping. It’s at least 5 years old – maybe older judging by the picture. I’m touched, and a little bit teary, that he did that.
And then I read the piece and I stand by my words. I think it’s from a talk I gave at a conference but I don’t remember. As it doesn’t appear to be available online, I’ve transcribed it here:
‘The future of mobile is that mobile will just be a normal part of the marketing mix. It will be almost invisible, in that people won’t know whether they are browsing on the mobile web of (sic) the ‘full fat’ web; they will just be looking at Facebook or the BBC, or checking email, so their consciousness of how they are doing that will disappear. The focus will be on making brands’ services and products accessible, however anyone wants to get hold of them and that’s the priority.
Mobile technology is moving forward, and there are some exciting innovations around and we will see mobile being used in some interesting ways in the future, but we should not get carried away with the new shiny thing, when a good, reliable mobile website and old fashioned SMS are still really important. There is a lot of mileage left in messaging for customer service, saying thank you, getting feedback, the simple things. It’s not about push advertising, it’s about having a proper relationship with customers who want to have a relationship with you.
It’s easy to get carried away with the technology, but good marketing begins and ends with good service. You have to make it easy for people to find and buy your stuff and do it again.’