Seth recalls an incident where he was rushing to a meeting and did not have time to talk to an old friend that he had met. However, later on, when the friend mailed him, Seth was unable to recall what the meeting (that had seemed so important) was even about.
He then concludes with 2 interesting observations:
- the first is that a lot of our day is spent doing stuff that seems urgent but really isn't.
- and the second is that most people buy most things in a state of urgency, not relaxation. We pay what we pay when we buy what we buy because right then, in that moment, it's not just important, it's vital.
That's why, I strongly believe, that there is a great scope for advertising/marketing solutions that target the customer when he/she is in a position where they are most likely to make an impulse purchase. Location based mobile phone advertising can be a great tool in this regard. In fact, this is one area that I'm interested in actively pursuing in the near future, because of it's obvious potential to change the state of advertising as we see it today. As compared to TV advertising, where the customer's actual buying decision is not done at the same time as the customer is exposed to the advertising, mobile advertising can effectively bridge that gap. Internet advertising did solve that problem to an extent. But it is again limited to certain types of consumer purchases only. Mobile advertising, on the other hand, can clearly be extended to all forms of real world, consumer purchases. Don't you think so?
Image: Check out counter at grocery store, nuanc, flickr.com