Motorola marketing strategy

A new CMO is often the opportunity to redefine the company marketing strategy. With the knowledge of recent Motorola problems, it is interesting to learn from the 6-mo in place Motorola CMO, Casey Keller, in what the Motorola marketing strategy would differ in the near future from the current one. First element, the new Motorola marketing strategy will be more customer-focused than technology-driven. "We're not just about form factors, colors, designs," he said. "We are moving toward what we would call 'experiences'. We can translate experiences into applications. Of course, that has an impact in their marketing and branding approach and ultimately in their portfolio-development approach. So customer segmentation will be key. Some areas are already highlighted: the music fans (more interested in music player than in calling), the social-media-addicted consumer (multimedia hungry), etc.. For each segment, Motorola will develop related "tactical" marketing, but it seems to early to understand what it consists of and what are the goals. Recent products releases are taking into account the new segmentation: for music fans, it is the Rokr line of products; for multimedia hungry consumers, it is the Z8 model. In short, the new Motorola strategy is away from the Razr and the Pebl, and more focused on the consumer.