Excerpts from excellent CMO interview:
According to Julie Ask, vice president at Forrester Research, mobility represents the third stage of mobile marketing. The first stage, she said, is when marketers realize they need a mobile presence. This often results in the launch of a mobile website. Stage two is the move to a “mobile-first” mindset, in which marketing initiatives are designed assuming consumers are viewing them primarily on a mobile device, as opposed to the desktop. Mobile apps are typically developed at this point, too.
The third, and most mature, stage is when marketers make the shift from mobile to “mobility.”
This move from mobile to mobility is really about thinking less about mobile as a standalone and more about how mobile fits into the overall customer journey.”
Brian Wong, founder of Kiip, said the concept of mobile moments is a long-term strategy, agnostic of device and platform, that lets marketers focus on the core moments their product services… Marketing, in general, is moving to service and addressing needs, he added. “Real estate and impressions are becoming inadequate,” Wong said. “It comes down to the moments of need that we can find and address.”
Brands should strive for three types of mobile moments—owned, manufactured, and borrowed
“I see it going from mobile to mobility to connectivity, and connectivity happens when mobility starts occurring across multiple devices, multiple networks, and multiple sensors. You essentially start creating what many refer to as the mesh network,” Becker told CMO.com.
That will lead marketers to the “age of the connected individual.”
...it has become more and more targeted to getting that message out to specific audiences, down to specific segments, down to, now, specific individuals.
Becker said he expects marketers will start to close the gap between the upper funnel and lower-level paid and owned media advertising. In between, they will drop the idea of intelligent, individualized communication. And as they build up their own databases and capabilities to serve and engage individuals on their own terms, intelligent, individualized communication will come to fruition.
By 2020, the average individual will have 10 connected devices and probably 140 different sensors, all of which will be collecting data about the individual.
“That data will either be under the control of the marketer, or the market, or the individual themselves… that’s the next battleground for the marketer…
…the next stage of evolution is from mobile, to mobility, to connectivity, and the emergence of the connected marketer.