51 min
Michael Becker Connected Marketer Institute Podcast MobileBeyond
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- Technology
As I spoke with Michael Becker, co-founder of mCordis and The Connected Marketer Institute, it reminded me of our first podcast interview over five years ago. Then we talked about mobile marketing and powerful new wireless devices that would forever change human communications.
He said “‘…mobile is the foundation of all communications going forward”–whatever the mobile device, for personal use or commerce. He [spoke] of the ‘untethered engagement’ as the central focus of one-on-one relationship marketing with mobile phone consumers.”
Now Michael speaks about multiple “connected devices” in our lives—smartphones, tablets, watches. Passive Internet devices, like Amazon’s Echo, made human-like with its name “Alexa,” listens as we interact with her. We say “play some music,” “ship items on my grocery list,” “what time are the Giants playing?” Alexa responds, satisfying our every want, saving us time, becoming our machine companion.
By 2020, homes will probably have ten or more connected devices, like Alexa, complemented by hundreds of interactive TV’s, fridges, connected cars, and passive IoT gizmos silently collecting data about us and our surroundings. There’s disagreement among the researchers about the number of IoT’s. But most studies agree we’ll have tens of billions on the Planet, gulping big data for corporations, governments, education and, most important, marketers.
The Connected Marketer Institute
Recently, mCordis, a mobile, marketing, advisory and educational services provider, launched The Connected Marketer Institute. Targeted at both marketers and marketing technology (martech) vendors, CMI seeks to re-define the focus of marketing in a mobile connected world, stressing digital connectivity, education, service,
When I asked Becker about omnichannel marketing in the interview, he claimed that mobile SMS, email and other forms of traditional “marketing” don’t exist. “There’s only marketing”—connecting, engaging and being of service to customers. “Everything else is a tool or strategy.” Mobile is at the center of everything. Marketers must look at the practice of marketing with a new lens that better serves customers at scale understands them better, and resolves friction (answering customer questions in the right ways).
Marketers need to create value FOR not FROM people.”
Other Podcast Interview Topics
* Marketers as technologists creating value and being of service for people
* Collecting and analyzing data in appropriate ways, on individuals’ terms, while maintaining transparency
* Physical products have digital components
* Four human dimensions: physical, digital, emotional, and sensorial
* How to figure out where brands fit in a customer’s mind
* Monitoring data and connectivity to create events in real time (synchronization)
* All content drives consumer behavior; everything produced by marketers and advertisers is content—both digital and non-digital
* Content marketing as more than blogs, keywords, SEO and calls-to-action
* Media channels vs. the practice of marketing
* From Cicero to Henry Ford to distribution to the information age
* GAFA (Google, Apple, Facebook, Amazon): The age of computing power
* What happened in 2010?
* The age of the customer.
As I spoke with Michael Becker, co-founder of mCordis and The Connected Marketer Institute, it reminded me of our first podcast interview over five years ago. Then we talked about mobile marketing and powerful new wireless devices that would forever change human communications.
He said “‘…mobile is the foundation of all communications going forward”–whatever the mobile device, for personal use or commerce. He [spoke] of the ‘untethered engagement’ as the central focus of one-on-one relationship marketing with mobile phone consumers.”
Now Michael speaks about multiple “connected devices” in our lives—smartphones, tablets, watches. Passive Internet devices, like Amazon’s Echo, made human-like with its name “Alexa,” listens as we interact with her. We say “play some music,” “ship items on my grocery list,” “what time are the Giants playing?” Alexa responds, satisfying our every want, saving us time, becoming our machine companion.
By 2020, homes will probably have ten or more connected devices, like Alexa, complemented by hundreds of interactive TV’s, fridges, connected cars, and passive IoT gizmos silently collecting data about us and our surroundings. There’s disagreement among the researchers about the number of IoT’s. But most studies agree we’ll have tens of billions on the Planet, gulping big data for corporations, governments, education and, most important, marketers.
The Connected Marketer Institute
Recently, mCordis, a mobile, marketing, advisory and educational services provider, launched The Connected Marketer Institute. Targeted at both marketers and marketing technology (martech) vendors, CMI seeks to re-define the focus of marketing in a mobile connected world, stressing digital connectivity, education, service,
When I asked Becker about omnichannel marketing in the interview, he claimed that mobile SMS, email and other forms of traditional “marketing” don’t exist. “There’s only marketing”—connecting, engaging and being of service to customers. “Everything else is a tool or strategy.” Mobile is at the center of everything. Marketers must look at the practice of marketing with a new lens that better serves customers at scale understands them better, and resolves friction (answering customer questions in the right ways).
Marketers need to create value FOR not FROM people.”
Other Podcast Interview Topics
* Marketers as technologists creating value and being of service for people
* Collecting and analyzing data in appropriate ways, on individuals’ terms, while maintaining transparency
* Physical products have digital components
* Four human dimensions: physical, digital, emotional, and sensorial
* How to figure out where brands fit in a customer’s mind
* Monitoring data and connectivity to create events in real time (synchronization)
* All content drives consumer behavior; everything produced by marketers and advertisers is content—both digital and non-digital
* Content marketing as more than blogs, keywords, SEO and calls-to-action
* Media channels vs. the practice of marketing
* From Cicero to Henry Ford to distribution to the information age
* GAFA (Google, Apple, Facebook, Amazon): The age of computing power
* What happened in 2010?
* The age of the customer.
51 min