Gartner Research

Personalized Mobile Offers Demand Transparency and Customer Insight

Published: 19 February 2015

ID: G00267059

Analyst(s): Mike McGuire , Kelsie Marian

Summary

Marketers delivering personalized mobile offers to consumers need to be transparent about the use of customer information. Further, they need to ensure they're delivering relevant messages. Use this research to bridge in-store, online and mobile experiences while maintaining consumer trust.

Table Of Contents

Analysis

  • Real-Time, Personalized Offers Can Bridge Online, In-Store Experiences
  • Marketers Need Customer Consent Before Delivering Location-Based Offers
  • Marketers Need to Be Transparent About the Consumer Data They Collect
  • What to Do Next

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