Can Jott Change the Future of Marketing?

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SuggestionsHave you heard about the messaging app Jott yet? The free app,available on iOS and Android, has been generating serious buzz recently due to its unique approach to connecting members (No data? No wifi? No problem!) and it’s high adoption rate with teens. For marketers looking reach the next wave of consumers (Millenials are so last decade!), Jott could become a serious player in the advertising space.

That is, once marketers figure out how to reach them.

Jott allows members to connect over the air by creating offline mesh networks that allow them to communicate between devices when in proximity to each other. According to Tech Target, “network nodes can “talk” directly to each other without requiring the assistance of an Internet connection. A big advantage of this decentralized topology is that there cannot be a single point of failure (SPoF). If one node can no longer operate, all the rest can still communicate with each other, directly or through one or more intermediate nodes.”

In other words, unlike traditional online networks that run the (admittedly) small risk of going down due to DDOS attacks, or being accessible due to poor WiFi or network coverage (much greater), Jott users will always have access to the app. Can you imagine the advertising potential for local business looking to capitalize on the audience a network like Jott could offer?

As Jott, and networks like it, continue to grow in popularity with teens, the potential for capturing the next wave of consumers skyrockets. Pew Research reports “And teens are not simply sending messages through the texting system that telephone companies offer. Some 73% of teens have access to smartphones and among them messaging apps like Kik or WhatsApp have caught on. Fully 33% of teens with phones have such apps. And Hispanic and African-American youth with phones are substantially more likely to use messaging apps, with 46% of Hispanic and 47% of African-American teens using a messaging app compared with 24% of white teens.” Can Jott carry this audience forward into early adulthood? If so, comparisons to ad juggernauts like Facebook are inevitable.

No advertising solutions currently exist within the Jott platform. That will likely change as their audience increases and monetization becomes a priority. Marketers, say hello to the mesh network, you newest frenemy. Get ready 🙂

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