Listen carefully during a particularly quiet meeting and you will hear the quiet buzz of application notifications pleading for the diverted attention of their owners. If you’ve spent time growing out your network, you probably find you need to allocate time in your day just to process birthday notifications from not only your calendar and facebook but now also from linkedin networks. All of these seek only momentary attention, but overwhelmingly fail to connect in a moment that matters.

According to Mary Meeker from Kleiner Perkins, this is only the beginning. Mobile advertising is largely under-represented when compared to time spent with other channels such as print, TV and online, representing a $30B gap in spending. Social networks, on-demand video platforms and other forms of new media will soon start to close the gap and increase the demand for mobile attention.

Is your next executive assistant an app?

Recently I started noticing notifications from the LinkedIn Connected application just as I was preparing for meetings with a linkedin connection. These represent a new type of just in time intelligence which inspect personal calendars, social networks and email inboxes to help uncover patterns and use data to inform the delivery of more relevant alerts.

Connected App Screenshot

For example, RelateIQ develops relationship intelligence by first looking at who you communicate with via your organization’s email server, you don’t need to perform data entry to prioritize your contact relationships as the algorithm learns who is important to you when its time to make contact again.

The Sunrise app brings together your personal calendar with your apps showing your foursquare checkins, where you are going on TripIt as well as if that band you like is playing on the weekend from Songkick.

Salesforce1 Today was originally conceived as “project Joe” and is designed to emulate the real life whispering of CEO Marc Benioff’s ever present executive assistant. The Today app works by connecting your phone calendar to the CRM system and an intelligence engine to show information on contacts and history just in time based on what you need to do today.

It would be great to have your own Joe, but perhaps a smart phone and a clever algorithm might now be the next best thing.

Is your app smart about how it communicates with users?

According to Google’s Our Mobile Planet tool, global smartphone users download an average of 26.1 apps. Now that 47% of marketers have invested in a mobile application, if you haven’t built intelligence into the way your app communicates with its users, you may be facing relegation to the dreaded phone folder or even deletion.

The good news is the same segmentation and relevance engines that are used for websites and email marketing are also available for mobile apps, just by hooking your app into a cloud based marketing platform you can start using the behavioral data you gather through your mobile app, web analytics or CRM to drive the notifications your app presents in a much more relevant way.

In addition 70% of marketers with a mobile app are not yet using one of the most obvious drivers of mobile relevance, location. When you are thinking about scenarios start with retail presences to connect when customers come near your store and then explore more creative usages such as when your customer attends a festival, gig or fun-run.

Keep adding more channels to your marketing team’s toolkit, but remember there is only one cure for message avoidance and its relevance.