What we're thinking
To explain synchronised marketing we need to start with its evolution from integrated marketing.
When integrated marketing was first used is difficult to ascertain, but we can say it grew in popularity as media became increasingly fragmented and traditional marketing experts, largely ad agencies, looked for ways to leverage their expertise across the growing media landscape in return for a greater share of limited marketing dollars. What has always been missing from the integrated marketing model is a committed brand focus. It was largely centred on an advertising idea applied across other platforms, eventually including interactive sites. If the model was out of step then, it is clearly old school now that social media has upped the ante, turning marketing into an ongoing conversation whose location, start or finish is impossible to control.
We've arranged a civilization in which the most crucial elements profoundly depend on science and technology. - Carl Sagan
In today's environment, mobile technology has become synonymous with convenience, speed and flexibility. It is replacing what we once considered to be everyday items such as newspapers, maps and wallets. Businesses are learning more about the ways mobile technology can be used to increase their productivity and lead to increased profitability. Below are some of the key areas in which mobile technology can be useful.