Can you ask Siri for a $50 pizza in Tokyo?
Not just yet, but very soon, and it will be delivered to your house in 30 minutes or less.
When I made the move into mobile marketing three years ago, BlackBerry’s market share was widespread at 33%. Targeting was crude at best. At that time, the last thing I would have expected was to moderate a panel on the future of mobile, representing the leading mobile-first company globally. Amazingly, I found myself in that very spot at the Brand Innovators: Made in America Summit held in Detroit in July at Ford Motor Company.
Brand Innovators: Made in America highlighted iconic American brands and their impact on our world. Marketers from established local brands such as Chevrolet and Ford to up-and-comers like Alex and Ani, BucketFeet, Warrior Athletics and Shinola shared the stage. They addressed how digital media and advertising technology affect how American brands engage with their audience.
My panel theme was “’What’s after Mobile.” The answer was, of course, even more mobile. Panelists represented UM/Ansible (Chrysler), Team Detroit (Ford), Domino’s Pizza and Quicken Loans. They spoke to the role mobile plays into their overall marketing strategy, its incredible growth, and the trajectory for future.
These marketers used mobile to achieve different objectives. While UM and Team Detroit create engaging and impactful brand experiences for auto launches and sales focused strategies to drive foot traffic to dealers, Domino’s utilizes its app to drive e-commerce orders globally. Quicken Loans uses mobile as a customer relationship tool throughout the loan process. Here’s the inside info:
Domino’s: Right now you can have a pizza delivered to your home in six clicks and watch the entire process with their amazing Pizza Tracker app. The next step is utilizing Nuance technology to enable voice orders via Siri, making a super-efficient order process even quicker and easier. Now that's not your grandmother’s repurposed desktop creative!
Adrienne Cuschieri, a global strategist at Domino’s, takes a mobile-first approach to growing international markets and projects a varying 50% increase in investment in 2015. Markets like India are critical since mobile is often those consumers’ only gateway to the Internet. If you’re not thinking mobile first with your marketing strategy, you will miss this audience entirely.
Fun fact: pizza goes gourmet in other countries. Japan has a pizza that costs $50 and is topped with filet mignon! Thailand has a delicious-sounding sweet potato crust pizza with shrimp. These mouth-watering visuals are intensified via an iPad app geared towards increasing food orders.
Ford: Ford Motor Company has long been an innovator and continues to have its eye on cutting-edge technology to reach and engage with consumers. Aaron Smith, VP of Innovation from Team Detroit, was excited about advancing the use of 3D holographic communication technology in mobile devices. Consumers will be able to interact and "test drive" realistic vehicles straight from their mobile device.
Quicken Loans: Sammar Faraj from Quicken Loans leads the CRM support team. He’s excited about push notifications, a tool that will be able to surpass email marketing by creating a relationship throughout the loan process. The extra support is helpful to consumers, especially considering the number of times they actually need financing throughout a lifetime is few and far between.
Chrysler: Julie Howell, a mobile strategist at UM/Ansible, wants to let scale build first, and to use mobile to improve the dealer experience. It’ll be fascinating to see how this plays out.
I was honored to have the opportunity to moderate and learn from this terrific group of smart, forward-thinking marketers. I plan to follow these initiatives and advancements and hope to continue dialogue and collaboration with these panelists.
Personally, it’s been exciting to experience mobile from a pioneer stage into the next wave of mobile growth. Mobile now leads marketing initiatives, instead of being subject to a check-the-box mentality. What a privilege it is to be at the forefront of it all.
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Millennial Media is the leading mobile ad marketplace, making mobile simple for the world’s top brands, app developers, and mobile web publishers. The company's data and technology assets enable advertisers to connect with target audiences at scale, while driving monetization for publisher and developer partners. AOL acquired Millennial Media on October 23, 2015. Millennial Media boosts AOL's global, mobile capabilities and scale across ONE by AOL for advertisers and agencies, and offers the most attractive monetization platform for app developers.