Gartner Research

Irresistible and Challenging: The Role of Mobile Marketing in Customer Experience

Published: 13 January 2015

ID: G00264696

Analyst(s): Jake Sorofman , Mike McGuire

Summary

As customer experience becomes the strategic imperative for companies, mobile marketing strategies and tactics will be indispensable contributors to winning customer experience strategies.

Table Of Contents
  • Impacts

Analysis

Impacts and Recommendations

  • Eighty-nine percent of marketers who intend to compete on customer experience will fail if they don't offer buyers a mobile-enabled, real-time experience
  • Mobile marketers must meet consumer expectations for relevant real-time offers by engaging consumers based on knowing who the customers are, where they are and what they are doing
  • Because customer experience strategies are focused on loyalty and advocacy, mobile marketers must deliver a "SoLoMo-informed" customer experience, blending the most relevant inputs from customers' social/local/mobile sources

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