As mobile marketing becomes more complex and technologically easier to use, situational relevance will evolve into a dominant aspect of marketing efforts. Marketers will need to engage consumers in creative and unusual ways that allow the consumer the ability to navigate a marketing situation with clarity. Successful mobile marketers will need to achieve a balance between providing relevant content and demonstrating ethical behavior to consumers.
Martin (2013) describes the Cool Versus Creepy Scale as a measurement for situational marketing. Content will need to become finite and personal but simultaneously feel unobtrusive and natural. In The Power of Habit, Duhigg (2012) describes how Target used shopping habits to send coupons to pregnant women without creeping out expecting mothers. “They camouflaged what they knew” (Duhig, 2012, p. 463). Consumers can benefit from value-added information in context but the information needs to have an organic and passive approach. Mobile marketers can achieve situational relevance while simultaneously demonstrating an ethical approach to user data.
Duhigg, C. (2012) The power of habit :why we do what we do in life and business New York : Random House.
Martin, C. (2013). Mobile Influence: the new power of the consumer. New York, NY: Palgrave Macmillan.