Genius or Gimmick?

Sometimes in life you get a mental smack in the face with cold, wet fish –and this was my experience when reading this latest post regarding The Grid: http://www.vincentmaher.com/?p=946

Bottom line is, in mobile marketing terms, we now looking at being able to market products and services based on mood. Fascinating stuff – and a thought that breeds a whole family of related thoughts, spidering out rapidly and in various directions.

My primary concern here is that of relevancy to the receiver – if the message is relevant, it is awesome. If not, it is nothing short of invasion of privacy. Note that relevant in mobile advertising lingo must mean both requested and relevant.

Campaigns that are targeted at age, sex, location and mood will be a built on planned spontaneity - and fairly easily handled by an I.T system.

Overall - I would say genius.