I found myself recently head nodding quite a bit to the latest webisode of Jaffe Juice TV.  Like so many other marketers out there I’ve questioned the predictable predictions that are made every year.  January: this is the year for mobile marketing… but come December: Well, maybe not.  But a recent research study shows that mobile marketing may finally be ready for its audience:

• Almost 15% of all media consumption now occurs via a mobile device
• Usage of mobile devices is over 80% at home, at work, and in “downtime”
• Mobile usage expected to grow by 60% over the next two years

Now, let’s take a step back and recognize that U.S. smartphone penetration is only around 15% to 19%, depending on the source you believe to be more accurate (comScore, CTIA, Nielsen, Palm), which translates into some 30 to 50 million people.  The good news is that the market is growing and it’s being driven not only by phones but by other mobile devices including netbooks.  And the market may be in for another huge shake up within a few weeks if rumors about an Apple tablet turn out to be true (read the latest from AppleInsider and engadget).

This may be the wake up call for marketers to develop a mobile marketing strategy if they haven’t already done so.  It doesn’t mean you need to carve out a budget and develop programs and tactics, just yet.  The first step should be to analyze the market opportunity that may exist within the short-term, say within the next 12 months and what the market may mean to you within 2 to 3 years.  While we can’t predict all of the products and services may exist then, understanding current trends can provide sufficient insight to point your resources in the right direction.

The Association of International Product Marketing and Management (AIPMM) announces two CMG Partners Webinars in September:

September 10, 2009
The Lessons of Launch
12:00PM EST
Register Here

September 24, 2009
The Fifth P:  The Buying Process
12:00PM EST
Register Here

J. Mark Carr, Partner at CMG Partners, will deliver both webinars. 

We hope you can join!

This is the third in a series of short posts related to The CMO Agenda research. Informed by recent CMO conversations and CMG Partners‘ collective experience helping top marketers develop marketing strategy, we have compiled a list of seven ideas or jump starters for further conversation. These are meant to spark discussion, ideas, and action as we all enter a difficult 2009.

For many companies, innovation means creating a new product, but this is only one of many potential growth drivers. As a lead marketer, your job is to get close to your customers and find other ways to innovate and deliver value – through service, new methods of distribution or new avenues of consumption.

How can you achieve this level of innovation?

A consistent and constant review of your business model and practices can reveal many new opportunities. In other organizations, culture is the driving force which allows for employees to surface new ideas. I recently heard from Jeffrey Phillips, VP of Sales and Marketing for OVO and author of Make us more Innovative. Jeffrey focuses primarily on innovation processes necessary to build a sustainable innovation capability.

Some examples of innovation:

A recent example of a innovative concept I heard was at an HVAC equipment manufacturer. The company leadership decided that they are in the “refrigerated air” business vs. the air conditioner product business. This shift is thinking has many different implications from R&D to value delivered. One idea for commercializing this concept is to sell the service of refrigerated air like a utility. This would increase the number of touchpoints with customers and involves a deeper understanding your customers’ businesses to deliver on this new business model. While this is an innovative idea, it has not been commercialized yet which should be the yardstick for actual innovation. 

You need creativity and invention, but until you can connect that creativity to the customer in the form of a product or a service that meaningfully changes their lives, I would argue you don’t yet have innovation. - A.G. Lafley, CEO of P&G in a recent BusinessWeek Interview

Another example that has been commercialized and can be seen in a grocery store near you — Red Box.  Red Box has redefined the video store rental model and all for $1 per day per movie. (Disclaimer: I use and love Red Box.) Red Box has a great value proposition that makes it difficult for the troubled Blockbuster to compete and is now in the sights of the CEO at Netflix as he states they are the chief rival now.

Mirror post at alanhart.wordpress.com

There was a great article yesterday in AdAge that talks to how McDonald’s has shifted away from national introductions of new offerings.  For the launch of the McCafe menu items, McDonald’s is relying on its franchise operators to manage and execute the initial marketing.

Based on our knowledge of McDonald’s, franchisees are likely being supported by McDonald’s regional marketing managers, who are there to oversee such efforts and ensure they’re in line with corporate branding.  But the fact that corporate is ceding control to franchise operators for such a significant product roll-out is a very noteworthy milestone.

Some franchise operators have even gone so far to develop websites to help customers within their footprint to check if they’re is a local McDonald’s already serving up McCafe items.

You can learn more about our thoughts around managing similar national and local marketing issues by reading our paper, Striking a Balance.

Earlier today I read a really interesting article on CNN.com on Carbon Motors, the designers of a new law enforcement vehicle that’s been getting a lot of press lately.

Unlike other law enforcement vehicles, the Carbon Motors car was developed with input from over 3,000 law enforcement professionals, and apparently it’s getting rave reviews from potential users and with good reason.  Rather than settle for a modified street legal car designed by engineers, the Carbon Motors car has been indirectly designed by other law enforcement officers.

One of the differentiating factors in Carbon Motors’ new product development process is its Carbon Council, which is “designed for our team to obtain honest and candid feedback from people who are either involved in the process or who drive the vehicles.”  There’s an open invitation online for anyone who qualifies.

For us, this case validates research and learnings we’ve accumulated through prior client projects on launching new products and services.  You may want to read one of our recently published papers, “Improving Product Launches” as well as what panelists at our most recent forum had to say about the importance of customer insight in the sucess of a product launch.

Check out photos from our most recent Executive Forum on product launch:

A short article in Brandweek recently brought my attention to the next evolution of the New Balance love/hate campaign. As a chronic snooze button addict who shares a dramatic on-again, off-again relationship with running, I couldn’t be happier to see that New Balance is not only continuing the love/hate campaign, they’re taking it to the next level by extending it to the customer experience.

(Check out one of the ads from the first round of the love/hate creative.)

New Balance is launching a “Total Fit” campaign that includes new creative but also features the placement of 275 trained Fit Specialists and point-of-purchase displays in retail locations. While I look forward to checking out the ads that will be launching March 16, I’m more interested to see how New Balance does with the fit specialists.

Specialty running stores offer a buying experience that lures runners in with the promise of talking to an expert who can help you find the right shoe—the one that will lessen pain and make running easier. And it works too (It helped me find my way to the Asics I’m running in now). New Balance is looking to extend this same kind of experience to national retailers like Dick’s and Modell’s. They are placing bets not only on the advertising, but also on the buying process by finding a creative way to establish a presence during the purchase experience.

I’m in the target demographic for this campaign, and it’s obvious this message is grounded in consumer insight and in line with New Balance’s brand and mission. It simultaneously tells consumers something about the company but also something about themselves.

But even as a sometimes runner, I will tell you it really does come down to the shoe and how it feels on your foot. So the real question is, can New Balance tip the love/hate scale and win over runners with the promise of Total Fit? While I don’t know whether I would be willing to leave my Asics behind, I just might be willing to slip on a New Balance shoe and find out.

The most recent issue of Perspectives, our e-newsletter is now available online.  Includes several articles:

• The CMO’s Agenda
• Putting the Microscope on Marketing Performance
• Improving Product Launches

You can also read what panelists had to say out our forum recently held in Washington, DC