Just had Quba in to chat about the future of digital marketing. The most interesting bit was how the next wave of mobile phones could transform advertising, perhaps save it.
Flashpoint 2 phones are beginning to come out and they’ll transform how we get content. Mobile websites will be more sophisticated and we ‘ll be able downlaod more stuff, even streaming video. Orange predicts that 80% of all content will be accessed through mobiles by 2010, they may have a point – Wimax is coming, which is like a mobile version of broadband.
Now here’s the good bit. Whenever you photograph or video something, if it’s got the right barcode, you’ll immediately be able to view some content direct on your phone. Imagine if you see a 48 sheet ad, you can quickly photograph it and watch a free film, or you can video a short TV and go straight to longer form content, or a game. You don’t have to go on the Internet, it’s done for you straight away.
Can this be an answer to ad zapping? If people see a barcode on an ad, they’ll know there’s some free content out there. As long as they can tell it’s worth their while, and they’ll need to see that in FF, they’ll have to watch the ad at normal speed to get the free stuff.
It’s coming in the next 12 months. What do you think? Brand and experiential marketing all in one?
NORTHERN PLANNER 
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