Mobile Marketing

3 challenges that CMOs face on mobile right now

John Koetsier

Mobile is creating new businesses and new business models virtually every day. How should chief marketing officers of existing and traditional brands be reacting, and how can they use mobile to drive their companies forward?

TUNE is attending the 2016 CMO Summit to talk to 50-60 CMOs and asking them what they’re facing right now.

While marketers have been deeply integrating technology into their processes for over a decade now, TUNE VP of Marketing Jennifer Wong sees three recurring themes emerging, and they’re all about connection:

  1. Strategic fit
    “Everyone is thinking about mobile … everyone is thinking about how mobile fits in their strategy,” Wong says.
  2. Omnichannel experience
    “Everyone is thinking about that seamless customer experience,” Wong says.
  3. Systems integration
    “They have systems in place,” Wong says. “How do they fit something in without breaking everything all at once?”

Here’s the complete interview:

As we’ve recently learned, 68% of Americans’ digital time is spent on a mobile device. That means that mobile is no longer a channel.

Email is a channel. Video is a channel. Web, social, and messaging are channels. And all of them happen mostly in the mobile environment, the mobile cosmos. That’s a mobile-first approach to business success.

The solutions to CMOs’ issues?

Slow, careful, and considered construction of their marketing stack (most companies have a marketing blob) in a way that integrates by default, provides an omnichannel experience as a matter of course, and — most importantly — a defined and considered strategy that begins with mobile as consumers’ default platform of choice.

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Author
John Koetsier

As Mobile Economist at TUNE, I forecast and analyze trends affecting the mobile ecosystem. I've been a journalist, analyst, and corporate executive, and have chronicled the rise of the mobile economy. Before joining TUNE, I built the VB Insight research team at VentureBeat and managed teams creating software for partners like Intel and Disney. In addition, I've led technical teams, built social sites and mobile apps, and consulted on mobile, social, and IoT. In 2014, I was named to Folio's top 100 of the media industry's "most innovative entrepreneurs and market shaker-uppers.” I live in British Columbia, Canada with my family, where I coach baseball and hockey, though not at the same time.