Motorola CMO Speaks About What Motorola Aims to Do With Smartphones

October 3, 2014 - Written By Phil Bourget

Motorola has been at the desk, designing phones and other things, for 86 years.  That’s crazy to consider, isn’t it?  Especially given what the company has achieved, both in the hardware-software realm, but also in the advertising realm.  Advertising is almost always neglected by many, simply because we’re meant to see it, not interact with, buy, or form opinions on it.  But, some advertising campaigns have managed to do the opposite, drawing us in with what they accomplish: interest.

Motorola is worth note on the counts of their phones, dumb and smart, as well as their spiffy Android Wear watch, the Moto 360.  The Moto X was one of the most highly touted devices, especially seeing as the phone was the first from the then-Google-owned Motorola but disappointed the geeks when the specifications came out matching a mid-range, mid-tier smartphone instead of the top-shelf that was expected.  But that was the point.  It wasn’t a device for the elite, the geeks, the ‘my phone’s faster than yours’ people.  It was for you, the user, me, another user, and we could have it look almost any way we wanted with the Moto Maker suite of customizations.  We could have Google Now call us by name, and learn our speech patterns so it knows us and the way we ask questions.  That was the image of the Moto X: made by and for you, with help from Motorola.

And that’s what the company seems to want to make themselves out to be.  Advertising Age interviewed Motorola’s Chief Marketing Office, Ms. Adrienne Hayes, about the way that Motorola markets itself, why, and the goals of that method.  Here’s what we know: Motorola wants to be a manufacturer guided by consumer choices. Let’s dig into that and unpack a little, since it sounds (and is) vague to say that.  Motorola, according to Ms. Hayes, wants to be a company that provides usable products in a way and with options that let their customers choose to make the device theirs with ownership, and then ‘theirs’ with personalization.  This is a great way to market the company, especially because it’s exactly what people see.

Ms. Hayes of Motorola also mentioned that they are working to be the best company, as all should, but are just doing it from a different way, especially since the largest change to come will be the (hopeful) ownership of Motorola by Lenovo, the world’s largest computer manufacturer and second largest tablet manufacturer which would raise Motorola from seventh in the world in smartphones to third.  Crazy ideas and possibilities.  So, next time you consider getting a phone, don’t choose a phone.  Choose Choice, as Motorola puts it, because that’s what everyone deserves nowadays.  What do you think of Motorola’s marketing tactics?  Do they work, or are they old hat or too ahead of the times?  Let us know down below.