Checking-in to Reality: A Marketer’s Perspective

Brenna Hanly (Mullen)

The current lifespan of a new technology usually follows a similar progression. The technology is created, consumers begin to adopt, consumer adoption reaches a critical mass and then finally marketers can find value and support the relevant technologies with their budgets. The inherent problem with that model is that marketers are always late to the game, behind technology and behind consumers. In this presentation, I’m going to address how marketers assess the LBS space and tangible ways (with real examples) to ensure that your technology will be supported with marketing budgets sooner rather than later. The current LBS opportunities independent of each other are insufficient for marketing today. We need elements like scale, accountability, sale, interaction, customization, fame, etc. There are components of each solution that are appealing, but we have yet to see the complete solution.

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Brenna Hanly


Brenna Hanly leads Mullen’s dedicated mobile practice. Mullen is a full service ad agency in Boston. As Mobile Catalyst, she serves to evangelize mobile throughout the agency, understand the ever-changing mobile canvas and develop innovative mobile strategies for clients. Mullen has embraced the mobile space for the past couple years, building award winning campaigns for clients such as Timberland, Foxwoods, Ernst & Young, Bose and Stanley. Brenna serves as a guest columnist for Mobile Marketer and was recently named one of their Mobile Women to Watch in 2011.

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