Wednesday, May 15, 2013
Here is another worry for PR practitioners and marketers -- a phone app that allows one to determine if a company or individual is behind a product. One can envision a time in the not too distant future where a protest group organizes a national grassroots campaign through use of the app. The only safety for targeted companies and individuals is that most people might not care enough to scan products in their shopping carts. In other words, apathy might be the best protection. Still, practitioners cannot discount the rise of such mobile tools. Say there is a scare about genetically modified foods. People would use an app like this in the store, and it would be a major issue for producers and retailers. It is less likely, however, that millions would shun a product because the Koch brothers are behind it. Still, the more tools developed for individual expression, the greater the likelihood that people will eventually use them.