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How CMOs Can Capture the Mobile Momentum
Cameron Woods, Marketing Director L'Oreal Paris, L'Oreal Australia, and a keynote speaker at the marcus evans CMO Summit 2015, on engaging people in the mobile space.
Sydney, Aus, Jul 30, 2015 - (ACN Newswire) - "Captivating and engaging people in the mobile space is becoming increasingly difficult. We live in a very noisy, busy world. Chief Marketing Officers (CMOs) have to find new, impactful and exciting ways to add value to people's lives yet many of them overlook what consumers actually want," says Cameron Woods, Marketing Director L'Oreal Paris, L'Oreal Australia.
Woods is a keynote speaker at the marcus evans CMO Summit 2015, in the Gold Coast, Australia, 17 - 19 August.
- Many CMOs believe the future is mobile. How could they capture the mobile traffic momentum?
I agree, the future is mobile. In Australia, smart phone penetration is as high as anywhere in the world, giving CMOs an avenue into people's lives that they never had before, 24 hours a day. But we have to be invited or earn our place in that intimate, personal space. A two-way conversation through social media is a very effective way to communicate, but we have to add value so it has to be much more like a relationship.
- How can CMOs or companies earn that place?
First, they must understand what consumers really want. The aim is to move towards a mutually beneficial relationship. It is not enough to be known, which would be a win in the past, but you have to be liked or loved. To be loved, you must know people well, be trusted and credible, and hopefully a relationship will flourish from that.
We do not lack contact opportunities or ways to communicate advertising messages, however companies have to change their game. There are tens of thousands of new apps, so an app itself means very little. For it to mean something to a consumer, it has to be game changing and add value to their life.
How will L'Oreal's transformation from a product to a consumer centric brand be beneficial for the company?
I believe we have always been consumer centric, but over the past decade that has meant more of a focus on creating products and services that consumers really want. Consumers today want less on the product side being pushed on them and crave the unique, incremental value that brands can bring to them. What they expect from brands and products has changed. They want a two-way conversation and value added from this relationship.
What is the L'Oreal Paris Makeup Genius? How will it raise the bar in the industry?
It does what many technologies have aimed for before, allowing people the ability to try products before they buy them. It is not just an app; it is truly groundbreaking as it frees people from having to buy a product to try it. Being able to do it through this technology skips half a dozen important steps in consumer consideration, from awareness through to purchase.
- What new-age marketing strategies could CMOs look into?
Mobile is like every advertising or marketing communication method we have had before in that it tries to have a relationship with consumers. It may be vastly different in some ways but the fundamentals are the same. What people want, desire, trust and find valuable has not changed. Pushing the boundaries and taking people on a fantastic journey can take you a long way.
- Any final comments?
When CMOs apply one-directional methods of communicating with people, they are fundamentally overlooking what people want. Understanding consumers as much as humanly possible and the role our brands, products and services can play in their lives is fundamental to success.
About the CMO Summit 2015
The sixth annual CMO Summit is the premium forum bringing elite buyers and sellers together. The Summit offers chief marketing executives and agencies and consultants an intimate environment for a focused discussion of the key new drivers shaping the marketing agenda. Taking place at the RACV Royal Pines Resort, Gold Coast, Queensland, Australia, 17 - 19 August 2015, the Summit includes presentations on locking in brand loyalty, combining new technology with traditional marketing, leveraging customer insights, and capturing the exploding mobile marketing traffic momentum.
For more information please send an email to info@marcusevanscy.com or visit the event website at www.cmoanzsummit.com/CameronWoodsInterview
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Contact:Sarin Kouyoumdjian-Gurunlian
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