This year's GSMA Innovation City exhibit allowed MWC visitors to experience how connected products can transform our everyday lives, both personal and professional. The exhibit demonstrated that wearables, cars and smarthome objects are but a starting point for a larger connected environment in which advertisers will be able to produce content tailored to each consumer.
During the event we noticed a number of of new tech innovations which could enhance mobile marketing such as eye-trackers, beacons, cloud-based architecture, and many more. These innovations raise a number of questions for mobile marketers, namely: what valuable experiences can they help us deliver in order to develop businesses and brands?
All of these innovations rely on data, the collection and usage thereof are becoming increasingly contentious issues, with data security and protection at the forefront of the debate. Moving forward, marketers will have a responsibility to obtain safe, meaningful data, and properly channel it in order to deliver the right content to the right users across every connected touchpoint.
Fabio Firinu is Head of Mobext Italy. He leads a team of mobile experts, creating meaningful mobile connections between brands and their customers.
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