The Secret Marketer on being completely mobile

Secret Marketer

In the week that Facebook floated on the Nasdaq exchange for an incredible $104bn, I had a very interesting conversation with our head of business assurance. I find the Facebook valuation quite incredible. The world of technology and consumer interest is moving so quickly – Friends Reunited anyone? – that I have to ask whether long-term shareholders in Facebook will ever really get a return on their investment.

Facebook may be top of the social media game now but who is to say there won’t be a new piece of technology developed tomorrow that makes the way we interact through Facebook redundant?

Anyway, back to my discussion with the head of business assurance. He is compiling a “Crisis Management” handbook in the event of a major work-based problem and approached me because he needs everyone’s home telephone numbers.

I walk around with four communication devices at all times, yet all depend on satellites circling the globe. We’re somewhat vulnerable

I explained that I didn’t have a home landline – like an increasing number of the population, I rely on my mobile only. This perplexed him – didn’t I know that in the event of a major incident, the police had the right to turn off all mobile transmitters, and in fact had done so twice in the past ten years? As such, I would be uncontactable in the event of such an incident, which as the marketing director was not good.

To me, I have never been more contactable in my life. I walk around with four communication devices at all times (five if you include a pen): my work laptop, work mobile, BlackBerry and personal iPhone. I have a Mac at home, plus an iPad. I have business and personal email addresses; business and personal mobile phone numbers; I have two work Instant Messenger systems; I am active on Facebook, Twitter and Skype. Yet all of these are dependent on a few satellites circling the globe. All it takes is a few carefully aimed terrorist missiles, and we will all be in the dark (quite literally).

While I am an advocate of getting rid of paper, and storing information electronically remotely (I think it is called ‘in the cloud’), it does make us all somewhat vulnerable.

For those of you who are also responsible for communication, it makes you think…

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

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

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


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 are your guide.


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

Having problems?

Contact us on +44 (0)20 7292 3703 or email

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