Mobile marketing is about content, not advertising

Intel regional creative director talks about the importance of mobile marketing and how social plays a key role in the PC brand's mobile strategy

Brands looking to utilise mobile in their marketing and engagement mix must deliver content in a timely way that reflects the consumer’s interests and choices, rather than their own corporate objectives and needs.

That’s the view of Intel Asia-Pacific creative director, Jayant Murty, who was in Sydney in May for the Vivid Festival, which features Intel technology and spoke with CMO on mobile’s importance as a marketing channel.

Murty is the creative talent behind several high-profile campaigns including ‘Museum of Me’ Facebook visualisations, the ‘Ultrabook Temptations’ social experiments across Asia-Pacific and the ‘Intelligent Sounds’ Flume collaboration using tablet-powered instruments.

According to Murty, modern marketing strategy needs to flip from the traditional view of advertising products and services, to thinking about the consumer’s life and what matters to them most.

He also questioned the role of advertising in mobile channels, claiming that brands should be more focused on the combination of engagement and interaction with consumers via mobile devices. These are also more measurable, he claimed.

Thanks to smartphones and digital connectivity, consumers are well equipped with information and know more than they ever did before when they walk into the store, “muting the supremacy of the retailer, manufacturer and brand”, Murty said.

The other key to understanding mobile is that engagement is based on accessing information in very short spaces of time. “Data is then irrelevant after the decision is made, so interaction is all about being very timely,” he said.

Read more: CMOs must have courage to lead successfully

“It’s about suspending the logic of the traditional narrative of telling my story. I need to be interested in a consumer’s life. That switch is critical for marketers independent of medium, but it is even more so in mobile as those moments of connection are so fleeting.”

Related: 6 mobile marketing trends to watch

Murty identified several innovative ways mobile can be used by brands, one of which is making information expedient for the consumer and using mobile as “a partner in crime”.

“This could be by providing directions to my store, helping consumers find a parking spot easily when they get there, or options on clothes that match the blouse I’ve just bought. It’s about using the simple capabilities of mobile phones to provide better experiences,” he said.

“At the moment of truth, mobile comes in very handy to complete your brand story.”

Related:What you need to know about loctaion-based mobile marketing
Mobile marketing is important, but it's still not getting the budget

Intel is making significant investments into mobile but Murty said the decision to do so was driven by a strong social and personalisation strategy, rather than a blueprint purely for mobile.

“The big part of interaction for us with our fans and prospects comes from being an intensely social company,” he explained. “One way consumers interact with us socially is through their devices.

“We also think about mobile very carefully when it comes to targeting. For example, if I want to sell someone a phablet device, I might want to target consumers who are currently using a 4-inch phone to tell them there’s a much richer experience they can have on a larger screen.”

The third aspect of Intel’s mobile investment is about ways consumers can better interact with the brand, Murty said. “For example, if you walk into a store and see 40 computers there, how easy can we make it for you to work out the right computer for you?

“We are trying to find elegant ways to help people make choices.”

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, or join us on Facebook: https://www.facebook.com/CMOAustralia

Signup to CMO’s new email newsletter to receive your weekly dose of targeted content for the modern marketing chief. Read More:

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

The hidden cost of organisation silos

How do you design and deliver exceptional customer experience in an organisation that still behaves in functional silos?

Graham Winter

Australian psychologist and author

Three killer strategies for data-driven audience targeting

Audience targeting is becoming an increasingly sophisticated art through data. Here, we look at three ways you can drive better engagement through different types of data assets and sources.

Michael Bird

CEO, Social Garden

Artificial intelligence, machine learning and the science of customer engagement

There is no let up for today’s CMO who needs to be the master of an ever-increasing variety of trades. Digital changed the game years ago, and now the CMO must be a skilled publisher, technologist and data analyst.

Yes. But on this issue there seems to be concensus between the fringe and the majority. Here is the industry peak body singing from the...

Paul Smith

CMO interview: Marketing the wool off a sheep’s back

Read more

Social media has become common ground where brands and customers meet and greet and due to its increasing popularity users becomes demand...

Alex Martin

Marketers struggle to provide an enriching and engaging experience

Read more

is this a joke?

andre veerhuis

Ticketek: Modern marketing strategy is about treating people as people

Read more

can you provide Top 10 public relations agencies in Australia

Ethan437

6 ways marketers are using technology in content marketing

Read more

Very true about start-ups changing the mentality of marketing. Ultimately, being quick, and adaptive is a great way to get ahead.

Estia

Are startups disrupting the traditional business model?

Read more

Latest Podcast

More podcasts

Sign in