CMOs are challenged to keep up with the pace of innovation in digital services and social media: Is my brand conversational? Do I need shoppers to “like” me? Should I treat so-called consumers more like people? Is integrated marketing a similar phantom like the “paperless office” – or does the promise hold true and my agencies are talking to each other?
In driving the digital agenda and honing a mobile strategy CMOs are looking for best cases and success stories. In these times of rapid change I think it is too late to look for success stories that have been developed 3 to 12 months ago and are discussed now. Pioneering CMOs should grasp the opportunity to be part of shaping the agenda at the earliest idea stage.
As the innovation circle get faster and instant global chance is feasible for small teams – CMOs need to ask more innovation from their agencies and mobile teams. In a war for talent, we will see brands buying out teams and adding their apps as a branded service faster before they might be a threat as a standalone business.
The biggest push to Mobile Advertising will come when products get mobilized – this is happening right now in connected cars or even fashion and sportwear from Adidas or Nike.
Pioneering MLOVE speaker Gene Keenan is the VP Mobile for leading digital agency Isobar and instrumental in driving the mobile agenda for adidas. The traditional German sneaker brand is taking a leap into the quantified-self movement by adding mobility to their sneakers via http://www.adidas.com/us/micoach/ and providing customized products with their miAdidas service, while Nike is positioning their Nike+ Fuelband to be the ultimate sensor for your personal fitness.
Even more is happening with the big automotive brands: BMW, FORD or GM provide dashboard access to apps and E-scooter or E-bike concepts from Smart use smartphones as BYOD – “bring your own dashboard” to show speed and battery charge.
QNX concept developers recently won the CES “Best of Show” honor for a fully equipped and pimped up mobile infotainment supercar packaged in a sexy black Porsche 911. The advanced in-car mobile app platform of the cloud connected Porsche will be presented in Monterey during MLOVE Confestival USA.
Google, are we there yet?
With the exponential speed of innovation we might ask in a short few years our self-driving vehicle: “Google, are we there yet?” – but how do we represent our branded services in the car?
Are the automobile companies the last mile of new media and become publishers of a new kind with a very ‘captive’ audience?
To tell us more about the new developments in robo cars MLOVE has invited Brad Templeton to talk. Brad is an advisor to Google’s self driving car project and faculty member of the Singularity University.
Excerpt of an original write up published April 17, 2012 in VentureBeat.
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