Carnival hosted its first Mobile Masters Summit at SXSW Interactive this year, bringing together a rare lineup of brand and tech legends to discuss the future of marketing. Nearly 200 attendees packed our venue for what ended up being one of most valuable content sessions at SXSW.
Gary Vaynerchuk & Bonin Bough: on the future of marketing automation
VaynerMedia founder, entrepreneur and VC, Gary Vaynerchuk and Mondelēz International’s Vice President of Global Media and Consumer Engagement, Bonin Bough, are equally entertaining and smart. As marketers, they’re consistently ahead-of-the curve. So it’s no surprise that their future of marketing automation debate had many of the audience calling it the best SXSW talk they’ve ever attended.
Automation is the future for marketing at scale, BUT marketers need to understand the context of the platform. Consumers can taste automation of human behavior, which is, at scale, turning people off. -Gary Vaynerchuk
Good marketing takes muscle memory. Oreo’s “Dunk in the Dark” tweet was possible, because we had the infrastructure in place to create and respond in real time. If brands want to succeed, and attract top talent (vs. Google, Facebook, etc.), they need a willingness to prepare. -B. Bonin Bough
How mobile is reshaping retail & ecommerce with Estēe Lauder, Birchbox & Spring
Estēe Lauder is one of the most iconic and prestigious cosmetics brands. Birchbox invented online-only beauty retail with it’s subscription-based product delivery. And, recently-launched Spring offers mobile-only high end shopping. Though very different companies, mobile has changed how each of these businesses operates.
Mobile gives brands the opportunity to create highly personalized experiences. We’re using our apps to drive brand loyalty in a way that we hadn’t been able to previously. -Ophelia Ceradini, VP Digital Innovation & Technology at Estēe Lauder
Mobile should complement your entire business model. We now have online, offline, and mobile commerce, and strive to give our customers personalized experiences across each channel. -Hayley Barna, Founder & Co-CEO of Birchbox
Competition for your phone’s home screen is fierce. Unless you have a multi-brand app, a key service or social media, it’s going to be hard to crack it. -David Tisch, Co-Founder of Spring & Managing Partner at BoxGroup
How CNN, Equinox, Splash & NowThis engage millennials on mobile
CNN SVP, Andrew Morse, Equinox CMO, Carlos Becil, Splash CEO, Ben Hindman, and, Ashish Patel the VP of Social Media at NowThis, joined forces to discuss new ways they’re reaching the most sought after generation, millennials.
CNN has pioneered one of the first partnerships with Snapchat to deliver breaking news to dialed-in millennials. They’re currently implementing multi-channel messaging strategies, including as part of the official launch of the iWatch.
NowThis has boldly set out to identify what’s trending on the internet at a given moment, create and publish news stories natively across all platforms in three minutes. Their focus on personalization and segmentation means messaging that’s smart and effective.
Equinox’s new immersive cycling experience, The PURSUIT, uses groundbreaking in-studio gaming and data visualization to inspire peak performance. Their new mobile app has received rave reviews by customers, and will soon include an iWatch experience.
Splash has created an event marketing platform that is far beyond a ticketing service, giving brands and individuals the ability to quickly launch beautiful, customized landing pages. They’ll soon offer enterprise and consumer-facing apps to provide an enhanced customer experience.
Don’t miss Carnival’s next Mobile Masters Summit! Get in touch to get on our invite list.