By far, one of the most intriguing trends I’ve witnessed in the mobile industry over the past few years is the increasing presence of consumer companies. Each year I see what we broadly refer to as “mobile” grow from the domain of traditional telecommunication and technology companies to consumer brands seeking to expand mobile in their marketing, commerce and customer engagement.
I recently had the privilege of addressing this trend in a session at Mobile World Congress titled “Integrating Interactions with the Connected Consumer,” where I co-presented with Sarah Mansfield, Vice President of Global Media, Europe and Americas for Unilever, a leader in using mobile for brand communication. Afterward, we were invited to recap some of our points in an interview for Mobile Marketing magazine, and here I invite you to read the full interview: “Talking Connected Consumers with Unilever and Syniverse.” As I touch on in the interview, in one sense I think there really isn’t a defined mobile industry now, since as Sarah and I explained, most consumer brands must have a mobile component to stay relevant to today’s mobile-savvy consumers.
Do you agree or disagree? I would love to know your thoughts. Please leave a comment.
Sarah (right) and me (center) presenting at “Integrating Interactions with the Connected Consumer.”
Tags: cross channel marketing, mobile context, mobile strategy, omni channel marketing, SMS marketing, text marketing
As Chief Marketing Officer and Chief of Staff, Mary Clark leads Syniverse’s corporate communications, branding, strategic events and industry relations, as well as cross-functional alignment across the business. Previously, she served as Senior Vice President of Next-Generation Roaming Services and Standards, and, prior to that, Senior Vice President of Roaming. In these roles, Ms. Clark spearheaded new product introductions in Syniverse’s real-time intelligence and strategic consulting services, defined Syniverse’s LTE strategy from concept to product introduction, and played a strategic leadership role in Syniverse’s acquisition of MACH. Prior to joining Syniverse, in a career in mobile that has spanned more than 20 years, she held several executive-level positions at MACH, CTIA-The Wireless Association, Cibernet and Cellular One. Within the mobile industry, Ms. Clark is an Associate Director for the Competitive Carriers Association and also serves on the CMO Council North America Advisory Board. She also speaks frequently on industry topics and has presented at such conferences as Mobile World Congress, and her insights have been featured in such publications as Global Telecoms Business. Among her many accolades, Ms. Clark most recently was named to the National Diversity Council’s 2016 “Top 50 Most Powerful Women in Technology” list and Mobile Marketer’s “Mobile Women to Watch 2016” list. She holds a Bachelor of Arts in communications from the University of Delaware.