CETW Session #4 – A Match Made for Engagement: Digital Signage and Location-Based Mobile Marketing

These are my recap notes from the next-to-last session at CETW (yay!) I know Paul very well and am always interested to hear him talk about stuff. Asif is obviously very knowledgeable about mobile – it’s always refreshing to hear from people on the forefront of actually doing the work. And with something as new as mobile, his knowledge and experience are like gold. And Bradley Walker seems to be very knowledgeable about “engagement” overall. So, while the session might not have been the most appropriately named, I still found it interesting.

Speakers – Bradley Walker, Asif Khan, Paul Flanigan

Emerging trends session:

For example, some of what we’re seeing are:

  1. Screen to screen interaction – interact w/ screens that people bring with them to the screens around them.
  2. Remote controls for games – use the mobile phone to control games on large screens.


Consumers today are learning new behaviors. If large companies like Apple and HP, consumers are being trained that those mobile devices are able to control other screens.

Location-based marketing is about using the actual space around to deliver content/value to consumers.

Location-based services are just that – services. Foursquare, SCVNGR, Yelp.

Technology is the commodity, content is the asset.

Location-based marketing is powerful because it can make all the content fit YOU.

The size of the screen doesn’t have much impact on consumers. The message is what does.

Bradley Walker dropped a new idea on the group – “Context appropriate presence” – think about a black hole – high concentration of gravity at the center of the “hole”

Bradley Walker's "Context Appropriate Presence" Model

Model goes from the outside > in: Brand ID/mass communication > outdoor/storefront > display/in-store > customer/product intersection


Leave a Reply

Your email address will not be published. Required fields are marked *

This site uses Akismet to reduce spam. Learn how your comment data is processed.