Key Takeaways from Mobile Marketing Association’s CEO & CMO Summit
Last month, I had the fortunate opportunity to attend Mobile Marketing Association’s annual CEO & CMO Summit. The event was recommended by a colleague and it exceeded all of my high expectations. It was small and intimate, it contained an incredible line-up of speakers, it was well attended by senior level executives, it embraced family members, it provided great networking opportunities, and it took place in beautiful Napa Valley. After attending events like this, I revisit my notes a few weeks later to summarize my key takeaways and share what caught my attention most. Below, you’ll find some concepts that resonated with me most from Mobile Marketing Association’s event.
- Mobile is Eating the World (Benedict Evans) — My favorite thought leader in the mobile industry, Benedict Evans, delivered the final keynote, and it was the highlight of the summit for me. I’ve been following his weekly newsletter for three years and we often reference his annual presentation Mobile is Eating the World when consulting clients. His research and insights are unique and spot on.
- 3-Second Insurance Claim Processing — Jim Harris (Principal, Strategic Advantage) started his presentation on innovation with Lemonade: a renter’s and home insurance company built from the ground up with mobile at its core and a vision to process insurance claims as quickly as possible (currently at 3 seconds). It’s a remarkable example of an innovative company and business model all made possible by mobile.
- IBM Watson Ads — The Weather Company and Campbell Soup demonstrated the industry’s first cognitive ad, What’s for Dinner, and it was remarkable. Within the mobile app, a person provides What’s for Dinner with three ingredients from their kitchen. The App and Cognitive Ad then use Watson’s API, which has been trained with an inventory of recipes and Campbell Soup products, to return back a recipe. Sources: DJ Reali (Head of Sales, The Weather Company, an IBM Business and Yin Rani (VP, Integrated Marketing, Campbell Soup Company).
- Marketing After Extraordinary Success — Uber didn’t hire their first marketing person until after they had 10,000 employees. Uber represents the rare business opportunity where an extraordinary market fit materialized between the needs of riders, the needs of drivers, and intense hunger to connect, all enabled by mobile. Uber’s approach to building a marketing function for its next level of growth was very strategic — invest in what’s working, extend to increase velocity, and then demonstrate that anything is possible (i.e. Uber Ice Cream coming soon). Source: Kellyn Kenny (VP of Marketing, Uber).
- Orchestrating Customer Experience — Marriott shared how they orchestrate customer experience across 19 digital touch points including social, mobile and phone. Marriott centered on guest needs to break down a number of silos. Source: Andrew Kauffman (VP, Digital Direct & Marriott.com, Marriott International).
- Fans Hungry for Content — NASCAR fans are hungry for content, especially on mobile. Specifically, in car cameras, driver audio, driver/car telemetry analytics, race highlights, and live leaderboards. NASCAR changed their way of thinking from driving viewers to live TV broadcasts to looking for more ways to provide more content through mobile. Source: Jill Gregory (SVP and CMO, NASCAR).
- Unstoppable Force — Amazon is now worth more than 50 top retailers combined and Amazon Prime has over 85 million members. All you can eat shipping, dash buttons, and Alexa should scare any retail company. Every brand needs an Amazon strategy for mobile, voice, and eCommerce.
- Individuality and Differentiation Matters — eBay recently launched a new brand platform to express individuality and push past a sea of sameness. Their strategy embraced the fact that mobile phones are extremely personal devices. Components of the new platform included: the brand must stand for something; personalization matters; and one size doesn’t fit all. Source: Suzy Deering (CMO, eBay).
Mobile Marketing Association’s CEO & CMO summit was one of the best trade association events I have ever attended. I left the event more convinced that every brand needs to completely embrace mobile and look for immediate opportunities to tap into machine learning (ML), artificial intelligence (AI), augmented reality (AR), and virtual reality (VR) through mobile experiences.
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