If you missed out on the action at our recent sell-out Think Mobile event in London you can still get your hands on the highlights from the day. This is the second in a series of blog posts where we summarise key points and include video footage from the thought leaders who presented their insights during the sell-out event.
Rory Sutherland, executive creative director and vice-chairman of OgilvyOne London, is an expert in advertising and digital media. A charismatic speaker, he shared his notions about the relationship between the mobile phone and human behaviour at Google’s Think Mobile event. If you missed it, here are some of the eye-opening highlights.
Comparative advantage and mobile
Rory looked at mobile from an unusual but ultimately enlightening angle. He focused on David Ricardo’s law of comparative advantage, a concept that’s about discovering “not just what things are good at, but what they’re unusually, remarkably good at”.
Comparative advantage is a valuable idea in today’s expanding media mix. “Let’s actually create an approach to media where every medium plays to its distinctive strengths, to its comparative advantage,” Rory said. “I think asking the question of not only what can mobile do, but what is it uniquely and spectacularly good at is a quite useful conversation.” What are the comparative advantages of mobile? “It’s about context, it’s about timeliness, it’s about the ability to engage people in sophisticated dialogue, customisation and feedback.”
Comparative advantage and mobile
Rory looked at mobile from an unusual but ultimately enlightening angle. He focused on David Ricardo’s law of comparative advantage, a concept that’s about discovering “not just what things are good at, but what they’re unusually, remarkably good at”.
Comparative advantage is a valuable idea in today’s expanding media mix. “Let’s actually create an approach to media where every medium plays to its distinctive strengths, to its comparative advantage,” Rory said. “I think asking the question of not only what can mobile do, but what is it uniquely and spectacularly good at is a quite useful conversation.” What are the comparative advantages of mobile? “It’s about context, it’s about timeliness, it’s about the ability to engage people in sophisticated dialogue, customisation and feedback.”
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| Rory Sutherland at Think Mobile UK |
Could context be king?
Rory then focused on mobile’s comparative advantage in the area of context. “As marketers, we understand that value is subjective; what we probably haven’t understood well enough is that it’s also contextual,” he said. “The decisions we make and the way we value things and the way we compare things depends very, very heavily on where we are.”
Beyond target audience
So if context is so important to human behaviour, what does this mean for digital advertisers and marketers? “Actually, we don’t just have a target audience as advertisers, we have target moments,” Rory revealed. “It’s something that Google pioneered, so it makes absolute sense for Google to continue this into the mobile space – where we not only have a target moment, we also have a target context.”
In this way, it now becomes useful to ask, “What’s the context in which I might persuade someone to buy this product or service?” Answer that question, and through mobile advertising it is increasingly possible to tailor messages to a specific target audience, a target moment and to a target context too.
See Rory’s thought-provoking talk here and check out our previous blog on Think Mobile UK here where Ian Carrington of Google shares insights on the power of mobile in the UK marketplace.
Rory then focused on mobile’s comparative advantage in the area of context. “As marketers, we understand that value is subjective; what we probably haven’t understood well enough is that it’s also contextual,” he said. “The decisions we make and the way we value things and the way we compare things depends very, very heavily on where we are.”
Beyond target audience
So if context is so important to human behaviour, what does this mean for digital advertisers and marketers? “Actually, we don’t just have a target audience as advertisers, we have target moments,” Rory revealed. “It’s something that Google pioneered, so it makes absolute sense for Google to continue this into the mobile space – where we not only have a target moment, we also have a target context.”
In this way, it now becomes useful to ask, “What’s the context in which I might persuade someone to buy this product or service?” Answer that question, and through mobile advertising it is increasingly possible to tailor messages to a specific target audience, a target moment and to a target context too.
See Rory’s thought-provoking talk here and check out our previous blog on Think Mobile UK here where Ian Carrington of Google shares insights on the power of mobile in the UK marketplace.
Posted by Matt Brocklehurst, Product Marketing Manager, Mobile Ads UK
Think Mobile UK: Rory Sutherland, vice-chairman OgilvyOne, on the mobile and human behaviour
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Rating: 100% based on 975 ratings. 91 user reviews.
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