Author: Kieran Kilmartin

Kieran Kilmartin

I am the Marketing Director EMEA & India for Pitney Bowes Software. I have over 25 years' experience working in IT sales & marketing, predominantly within the enterprise software sector. In recent years I have focused on the BPM and CRM space, and the intersection of these two approaches to managing businesses and managing customers' interactions with those businesses. Some of the companies I have worked for in the past include ACT Logsys, Sybase, Oracle, Mediasurface, Staffware and TIBCO.

Three steps to mobile marketing mastery

Mobile marketing involves much more than big budgets and a mobile-optimised website.

In particular, as social and location intelligence technologies mature, integrating marketing data from these sources in to the mobile marketing mix becomes incredibly important.

As brands build the sophistication of their mobile marketing efforts, there are three things brands should focus on getting right.


The rise of the ‘big data’ driven CMO 

After decades of fighting the image of being a ‘fluffy’ cost centre, the marketing function is finally escaping the long-held mis-perception of being all about ‘creative’ with an inability to prove measurable impact on the bottom line.

The growing importance of the Chief Marketing Officer, especially in business-to-consumer organisations, is the strongest indication yet of this continued professionalisation within the function.