‘Wearables and beacons tech won’t be big in 2015’, says Havas EHS’s Peter Sells
Marketers hastily cobbling together presentations that announce the commercialisation of wearables and beacons technology in 2015 are wasting their time and should focus their attention on “connecting the last billion”, according to head of mobile at Havas EHS Peter Sells.
It is this type of thinking that will see customers remain just out of reach for advertisers, warned the mobile marketer, who believes the industry needs to start prioritising customer behaviour not channel reach when prepping their media mixes.
“Mobile is the original 'always-on' media,” he added. “Most brands don't put customers first. Most customers put mobile first”. Sell’s rallying cry comes as some brands and media owners claim to be getting closer at demonstrating the true value of mobile in the customer journey. Mondelez and Heineken have all made strides to go beyond mobile’s tradition use of banners and push notifications to experimenting with the channel through mobile and deeper personalisation.
Sells spoke to The Drum as one the judges for 2015’s Mobile on Marketing Awards (MOMAs). The MOMAs, sponsored by Weve, is now open for entries for its fourth year, and looks to celebrate the most effective and innovative work carried out in the mobile industry. The Drum asked Sells what he would be looking out from this year’s entries.
The Drum: What will you be looking to see from entries to the MOMAs?
Sells: Something I've never seen before. Something that works. Something that makes me say 'I wish I'd done that'.
The Drum: What’s the most mobile project you have ever worked on?
Sells: Like Woody Allen and my old boss Nigel Bogle I don't like looking back. Oh alright then, MTV Videoclash - the first text to tv show and my very first mobile project.