Sorrell: location-based marketing is “holy grail”

WPP chief executive Sir Martin Sorrell says the power of apps and location-based marketing are akin to the “holy grail” for advertisers.

Sir Martin Sorrell

Speaking at Mobile World Congress in Barcelona, Sorrell says apps are a classic example of the shift from broadcast to “multifaceted engagement”, by enabling brands to connect with consumers at numerous touchpoints.

Sorrell (pictured) adds: “Applications will be a significant opportunity for retailers to open another virtual shop, with the added benefit of it being in consumers’ pockets both when they are out shopping – ’can I get it cheaper elsewhere?’ – and when they’re not at the shops, because impulse purchases can be made anywhere.”

He adds that location targeting is the “holy grail” that advisers on behalf of clients search for.

Sorrell also welcomes mobile browsers becoming more powerful, enabling use of features currently only on apps.

“It is likely that mobile apps will be the fat part of the curve in terms of usage, whereas the mobile internet will be the long tail,” he adds.

According to the Guardian Online, WPP is currently encouraging clients to invest in mobile marketers, investing in companies and ideas that will improve its own mobile abilities and supporting its online division to “embrace” mobile more aggressively.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here