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CMOs: Stand Out In The Mobile Engagement Crush

This week, Facebook Home, an Android app that will change a user’s phone home screen and core features, will make its consumer debut. 

Facebook's Home initiative is the latest salvo in the mobile engagement battle, which has been looming since the introduction of the iPhone in 2007, although most are just becoming aware of it now.  In fact, the 'engagement crush' is just beginning and will get much worse in the next few years.

This issue is so significant that CEOs and CMOs of Fortune 500 companies are going to find their jobs in jeopardy if they don't take immediate and decisive action to launch a meaningful mobile strategy for their companies.  Many companies mistakenly think their businesses do not have anything to do with mobile, but that's incorrect:  Mobile devices like smartphones and tablets are the way consumers and businesses will interact with brands and each other. This means that every business needs to have a coherent mobile strategy that at its core considers how its customer base will want to interact with it using mobile devices.

There are 2 types of mobile engagement: Inherent vs. Enhancement. The CMO of Home Depot has it nailed.

Today at the Mobile Marketing Association's NYC Forum, the CMO of The Home Depot, Trish Mueller, gave a gangbusters presentation on the impact mobile has had to her company.

As she was showing off what The Home Depot's mobile app can do, she mentioned that users of the app can literally place a physical bolt onto the screen of an app to correctly size the bolt, making it easier to find the bolt in the store:

You can find more fascinating stats from Trish's presentation below, but to zoom out and be more macro for a bit: The app's bolt functionality is an awesome example of something that my co-founder Isaac and I have been discussing a lot recently:

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