Launches & Premieres
It used to take months to gauge the launch of a new product. Now, you can measure success in weeks. Bill Ogle, CMO of Motorola Mobility, tells us how that's changed the way products are released. Instead of a typical campaign roll-out, now marketers have to try to get the most reach as quickly as possible - similar to a movie premiere. He also explains that as his company branches away from the larger Motorola brand, it should be easier to focus the messaging for these rapid changes and reach consumers quickly and effectively.
“When companies launch new phones, they're starting to become movie premieres, because the life cycle of a phone is getting shorter and shorter.“
- Bill Ogle
- Published December 2010