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.

“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

Read more: CMOs must have courage to lead successfully

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.

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Disruption Down Under – What’s Amazon’s real competitive advantage?

Savvy shoppers wait in anticipation, while Australian retailers are gearing up for the onslaught. Amazon’s arrival is imminent.

Change across the board: Why boards need to digitally evolve

Traditionally the non-executive board of a company acts in an advisory capacity - attending monthly board meetings to offer overarching advice and guidance typically focusing on:

Jodie Sangster

CEO, ADMA

The most desirable customers you’ve overlooked

“What will really move the needle?” This is a question that keeps leaders awake at night. And at the intersection of some of their top priorities – finding pockets of growth, redefining the customer experience, and making an emotional impact – lies a latent market: Their diverse customers.

Really inspiring !

Goldenboy Media

Jaywing sets sights on Australian growth with digital and data-driven agency model

Read more

Being aware of regulations or guidlines is just the start. As our CEO Emma Lo Russo stated exactly two weeks ago at an event we supported...

Alan Smith

​Are the Wild West days of influencer collaboration over?

Read more

Rebranding is always nice solution to get better organisation. Businessman may apply certain special services (for example, https://www.l...

David Hill

CMO interview: Spearheading the global rebranding of OFX

Read more

Thank you so much for sharing this article.Top Digital Marketing company in Bangalore

Way To DM

Predictions: 17 digital marketing trends for 2017

Read more

Thanks for the great article Jodie, agree many boards and senior execs are operating in outdated modes, just as we need some reverse soci...

sharyn

Change across the board: Why boards need to digitally evolve - Data-driven marketing - CMO Australia

Read more

Latest Podcast

More podcasts

Sign in