A little while ago, IBM (@IBMmobile) invited Alan See (@CMOTemps) and me out onto their #MobileInsights boat to discuss the shifting role of mobile. From discussing how various members of the C-Suite view the changing mobile climate to need from mobile apps that are both employee-friendly and customer-friendly, I enjoyed spending a gorgeous sunny day out on the water discussing a crucial topic in the rapidly developing mobile marketing landscape. You can view the video in its entirety below:
So what’s the big deal with mobile anyway?
Well, mobile usage is growing fast. Really fast. And personalization and productivity apps are leading the way. For many people, mobile takes up the majority of their computing time. Employees especially want the freedom to use the same device for both work and for play—a desire reflected in the growing percentage of companies implementing a BYOD policy.
Mobile also has the potential to be an incredibly powerful tool for marketing, entertainment, and even exercise—or as the unprecedented success of the Pokémon Go app has demonstrated, all three.
The real question—and the real challenge—for CIOs and CMOs is this: How do you work to optimize mobile in a way that is customer-friendly and employee-friendly while mitigating risk?
In the coming years, the answer to that question is likely to evolve right along with our mobile habits. In the meantime, as long as CIOs, CMOs, and CEOs maintain open communication channels—and open minds—organizations should be able to find the answers they seek.
For full-disclosure, I am a VIP IBM Futurist.
What mobile initiatives would you like to see at your organization? Sound off in the comments!
Cheryl Burgess is co-founder and CEO of Blue Focus Marketing®, a consulting firm that delivers future-ready marketing and training solutions to customer-centric organizations. She is the co-author of a groundbreaking new book: The New Marketing: How to Win in the Digital Age -- a book that looks to the future rather than analyzing the past, based on the contributions of CMO trailblazers and martech disruptors, behavioral economics luminaries at Yale and marketing sages at Kellogg and Wharton. She is also the co-author of the pioneering and bestselling book, The Social Employee, which features in-depth success stories from IBM, AT&T, Cisco, Dell, Adobe, Southwest, and Domo.
Cheryl is a global speaker and has been named a Top 12 Business Speaker by HuffPost. She is a LinkedIn Learning course author for Social Employees: The New Marketing Channel. Cheryl’s ideas have appeared in MIT Sloan Management Review, HBR Italia, Fast Company, and Forbes; she is a former special advisory board member to The Economist and The Economist Intelligence Unit. Other projects include the Wharton Future of Advertising 2020 program and the popular Wharton Business Radio ‘Marketing Matters’ series on XM Radio. As an IBM VIP influencer and futurist, Cheryl has spoken at numerous IBM events and contributed to leading initiatives such as The Future of Work.
Cheryl is an advisory board member to Omnicom’s sparks & honey, a technology-led cultural consultancy that is disrupting the consulting, research, and agency worlds.
She is a frequently invited guest speaker for Rutgers University graduate programs and has earned a BA in Journalism from the University of Pittsburgh. Twitter: @ckburgess