CMO.com Highlights — Mobile Marketing as More Than Just Another Channel
Last week’s exclusive content on CMO.com was all about how mobile is shaping the way marketers approach their craft. There’s no doubt that embracing mobile increases a brand’s chances of reaching a potential customer, but there are important considerations for the best approach to utilize mobile in digital marketing. Brands want to avoid the mistake of seeing mobile as just another channel to deliver content. Customers don’t use their mobile devices to access brand ads, so discovering new ways to engage with consumers and create relevance for their brand are key.
I had the privilege of beginning the week by discussing the Adobe & Econsultancy 2016 Digital Trends Report, which highlighted the focus many brands will have this year on optimizing the customer experience. While customer experience was an important buzzword in 2014 and more so in 2015, 2016 will see more companies shaping other aspects of their organisations around it. This will mean marketers grappling further with data-driven marketing and creating compelling content in order to shape the kind of experience customers are looking for.
Ariane Längsfeld, European Brand Manager — Media & Digital at Millward Brown, continued the week with a look at mobile and the new and exciting ways brands can utilize it to connect with consumers. Längsfeld shared an important insight, which is that mobile shouldn’t be viewed as just another channel to deliver ads to consumers. Instead, brands need to be more strategic in providing relevant usefulness in a mobile app, for instance L’Oreal’s Makeup Genius app. With this app, customers can take a selfie and try different styles of makeup on their mobile phone or tablet. While not every company is poised to seamlessly connect functionality of mobile in the same way, brands need to find relevant and unique ways to serve customers.
Each week, we publish an interview with a CMO or Senior Marketing Executive who typically talks about a digital journey that they are about to embark upon. But how do these digital transformation initiatives work out? What were the lessons learned and pitfalls to avoid? What changed during the year? Last week, we went back to one of our CMO Interviews (from February 2015) to answer those exact questions. Twelve months ago, Blake Cahill, Global Head of Digital and Social Marketing at Philips, spoke about Philips’ global digital transformation programme and how the aim was to enable the business to move faster and not take two years to roll out new technology. We caught up with Blake to discuss the programme’s progress and how global changes in the past 12 months have affected Philips and the way it’s moving forward. Cahill shared the transition Philips made from a more traditional desktop-first approach last year to a mobile-first digital marketing strategy this year. Part of that transition involved less reliance on outside agencies and doing more data analysis in-house. Philips has strived to embrace digital in a way that keeps the company moving faster and adopting technology sooner rather than later.
In an exclusive video filmed after last year’s Adobe Digital Marketing Symposium, Henk Jan Gerzee, VP eBusiness at Dutch publisher Elsevier, shared his opinion that marketing is becoming more of a science and less of an art. This is impacting how companies hire, as different skillsets are becoming more vital. With mobile and digitalisation, companies need more developers in their marketing departments. Gerzee also shared how his company is relying more on revenue metrics to measure return on marketing investment. Check out the video to hear more from Henk Jan Gerzee.
The week ended with a much-needed dose of confidence from Thomas Barta, CMO Adviser and Managing Director, actvance | Global Leadership Advisers. Barta shared that marketers often hold back from being an influential voice in designing a company’s customer agenda. When a marketer lacks confidence and holds back, however, a company tends to suffer for it, particularly in the way it connects with consumers. Customer leaders, who tend to be more sensitive to emotions, need to realize—and embrace the fact—that they think differently from leaders in areas like finance and operations, whose roles require a more rational approach.
We invite you to spend some time learning from some of the world’s top marketers through our exclusive content on CMO.com. Please let us know what you think.