I’m playing a dangerous game right now. My mobile phone company texted me the other day as a gentle reminder not to exceed my current data plan. Overage bills are expensive. I thought to myself, “What do I need to cut back on? What have I been doing that is unnecessary?” The predicament brought me to an entirely different point that should be no surprise: I completely rely on my mobile phone. Many of you have experienced that special kind of anxiety that occurs when you accidentally forget your phone at home. Is someone calling me? If I get lost, how will I navigate myself back to civilization? Will my Angry Birds be OK without me?

While many are trying to cut back on how often they use their mobile devices, I think we should embrace technology. Our phones are already extensions of us. Many are hesitant to admit that but think of it this way: my iPhone is a tool like my hand is a tool. I use both to manipulate my surroundings. I use both to make my life easier. The later is easier to see as natural but both are the result of the changing nature of being human.

Mobile phones are part of who we are. While I might have a hard time convincing my provider that I should have free unlimited data using this argument, I am pleased with the knowledge that I utilize my phone to its full potential.

I’m taking a Thumbspeak survey right now that absolutely has me stumped. The poll is asking the following:

“What is your single biggest complaint about airline travel?”

There are quite a few possible choices. I’m having a hard time choosing between long lines, sitting between someone sick, missed connections, or babies (I don’t even have to expand on why that last one is annoying). I love that Thumbspeak surveys are short, but for some reason, I feel like I absolutely must give this question hours of consideration. It’s as if the one thing I choose will magically be changed, so I must pick something much more bothersome than everything else.

Then I thought about it. Isn’t that the point of opinion surveys? Businesses want feedback from consumers like me so they can and will implement changes in their procedure or protocol. My answer is important and should be thoughtful. Too often, I think, people rush through things without thinking about the actual implications; survey taking, while giving possible incentives, and being a good way to pass time, is most importantly to voice one’s opinion. The point is to be heard.

I’m going to give the question more thought, despite it being a short poll, with the knowledge that my answer will contribute to potential changes that will make a future flight something to look forward to instead of dread.

Every week we see an new opporuntiy for gathering mobile insights from smartphone users. This week we did a test for a company that wanted to see if they could use thumbspeak app users to measure advertising effectiveness. First we asked our users how often do they use the cameras on their smartphones. We received over 5600 responses in under 24 hours. 45% use their cameras daily and 20% several times a day. People are also using the cameras for new ways too. For example, one user told us he uses the camera to photograph his parking location so he remembers where he parked his car. In addition to using cameras to take photos it is also a "note taker". Photos of packages, signs and advertising are being taken as reminders. Almost everyone has taken a photo and emailed it to someone.

We sent a survey to our users asking them if they would take a photo of what they were watching on TV, right now. We got 100 responses and photographs of TV sets in under 30 minutes. Imagine how a marketer could use this information by interacting with their audience at that moment.

The other day, I was sitting in the office and noticed the coffee sleeve on my co-worker’s latte. It doubled as an advertisement for Altoids, something I’m sure coffee drinkers wish to have on hand before an important meeting. It was clever, and I admit that I wish I’d thought of the idea first. Although my career-climbing scheme is not the point of this elucidation—rather, I was initially struck with the realization that we are completely inundated with advertisements.

I challenge you to live an advertisement free life today. If you are on the internet, reading this, which you are, then I’m sure you have already failed. Even with your pop up blocker. Step outside and a billboard somewhere is telling you where to shop. We are persuaded to holiday in Chile this year. If you buy this product, everything else will fall into place. It solves problems; it’s convenience; it’s happiness. At least, that’s what we’ve been told.

In 2007, the city of São Paulo in Brazil enacted a law* to eliminate “visual pollution” caused by advertising. It’s hard to believe that a city exists somewhere that is free of neon signs, posters plastered on brick walls, or twenty-foot tall women selling perfume and bliss.  Whether or not you agree with the reasoning behind the law, it is undeniable that our culture has become saturated with brands, packaging, and marketing.

However, I’m reassured in the knowledge that the power of marketing goes both ways. While we are receiving more information than ever regarding certain products, brands, and services, the industry has given the consumer more leverage. I can give feedback on my smart phone’s Thumbspeak application about which products I buy and which movies I will not be watching this summer. Advertising may hold an incredible importance as we navigate our daily lives, but we are also no longer passive consumers. It’s a powerful thing to confront or reject someone’s vision of happiness. I will not be spending my vacation in Chile this year—sorry.   

Source: Business Week