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The rise of 'app only' organisations and other tech-fuelled disruptions

Divina Paredes | Aug. 6, 2015
Digitalisation is impacting all organisations and prompting CIOs, CTOs and CMOs to work more closely than ever.

"Mobile increases the velocity in which consumers interact with the brand."

This means we have more opportunities than ever to meet consumers but also have more opportunities to disappoint them and miss the mark.

"Getting invited to be on someone else's risk is a level of intimacy that we have not dealt with as an industry," he says.

Marketing does not end when we identify our target audience, or optimise our advertising brand, or when consumers click and make a purchase.

"It goes beyond," he states. "Brands have to earn it every day; at each touchpoint, we either win or lose."

"Just because you can show an ad at 2.30pm on my watch, is that something we should do? Is that good for the brand, for the experience we are looking to provide?"

These are the questions we have to answer as an industry and being consistent and continuous is becoming more and more important, he says.

The best form of marketing
Create great apps, that is the best form of marketing you can have, advises Ann Lewnes, Adobe CMO.

She points out video is the best media format on mobile and desktop. "Online video is the killer app right now."

She says one one of the oldest principles in business is that the customer is king.

Today, the community is king and queen, she says.

"The community is your brand, they will tell you what they like and don't like. If you don't listen to them, shame on you. They will not stop until you listen to them.

"Transparency is key."

Starwood Hotels: How to build a 'creative hub'
Chris Norton, vice president, customer relationship management and channel intelligence at Starwood Hotels and Resorts, shares a strategy the group uses to fast-track work on innovation projects.

He says the hotel group has created the Starlab that "serves as a creative hub".

Through these, they are able to innovate "very, very rapidly", he says.

"Starlab typically allows us to cut through tape. We take good bite sized slices of interesting development and get it done quick and fast," says Norton.

A recent project of Starlab was creating an Apple app in 10 weeks.

He says projects in innovation start to bog down when 30 to 40 people are in a project site.

So the Starlab is composed of teams of people from digital, analytics, design, IT and brands that work with different business units when working on new ideas.

"We created a very small, highly matrixed team" to work on these projects.

They also bring in some representatives of other units, like HR.

"If we will have a product that is going to be in hotels, we have to understand the HR element that it impacts," he explains.


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