Social mobile marketing in Cannes

The Cannes Lions learning program opens shortly, and will feature 57 world-class seminars.

The Cannes Lions learning program opens shortly, and will feature 57 world-class seminars. One of the early programs focuses on social mobile marketing, a topic of great interest.

Reaching the right person at the right time and place has always been the main promise of mobile — its time has come. The change is happening in big ways. Steve Jobs recently reported that his App Store has had 14 billion downloads since its launch in 2008; it took more than twice that amount of time for that many songs to be downloaded off iTunes. And International Data Corp. (IDC) is saying that half of the 2 billion-plus people regularly accessing the Internet for buying, communicating, searching, and information sharing will be doing so via a mobile device.

But what is going on “in the moment” spans not only opportunities for commerce, it's also bridging divides in education, economics, and healthcare areas where that moment has far-reaching implications. We're bringing together two ends of the spectrum in one discussion at this year's Cannes event. On one end, we are looking at breaking down the barriers that prevent millions of children around the world from access to lifesaving vaccines and, on the other, we are looking at social shopping and demands on location-based services and local search. In both cases, engaging intimately and meaningfully with influencers and customers requires an in-depth look at social behavior and the mobile ecosystem. And for both, we are seeing that critical instant to affect an action, as an opportunity for something we're calling “social mobile.”

I'm very pleased that we are able to bring together an accomplished panel to discuss these issues in Cannes. Join the dialogue on Sunday if you are in the area.

Dave Senay is President and CEO of Fleishman-Hillard.

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