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REPORT

Engage at Every Stage: Using Mobile Relationship Marketing (MRM) to Put More Interaction in the Hands of the Customer

An initiative to explore where and how Mobile Relationship Marketing (MRM) is being embraced across multiple industries to ensure continuous customer touch and interaction, sustained support and service, closer and more dependent connectivity, as well as greater insight and intimacy. Detailed in the full report are best practices of early winners in mobile and executive perspectives from Anheuser-Busch InBev, Beam Global, Caesars Entertainment, Coca-Cola Company, Earthbound Farm, Eastman Kodak, Four Seasons Hotels & Resorts, JP Morgan Chase, Nascar, Royal Caribbean Cruises, Sony Entertainment Television, Turner Entertainment Networks Asia, Unilever, Virgin America, and Wyndham Hotel Group.

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RELEVANT CONTENT

TABLE OF CONTENTS

QUALITATIVE INTERVIEWS

-Introduction

-Summary of Key Findings

-Detailed Findings

-Best Practices of Successful Mobile Relationship Marketing Strategies

-Expert Perscpectives

-Leadership Committee

-Executive & Academic Insights

-About the CMO Council

-About Our Partners

CHARTS

Featuring 28 research charts

1. How would you rate your level of knowledge and understanding of mobile marketing technologies and innovations?

2. How would you rate your organization's knowledge and understanding of mobile marketing technolgies and innovations?

3. How relevant or values is mobile device usage to your target customer markets or B2B trade audience?

4. How does mobile fit into your current marketing mix or media buying plans?

5. What do you see as the essential marketing attributes or benefits to the mobile channel?

6. What areas, paths, or publications of mobile marketing most interest you?

7. Does your company have a formal strategy for using mobile as a significant channel of customer engagement, convenience and gratification?

8. If so, what are your plans and intentions to leverage mobile for competitive advatange?

9. In what ways can mobile shape and influence how you touch and continuously interact with customer?

10. Where have your mobile marketing activities been directed to date?

11. Are you satisfied with your progress in accessing and leveraging the mobile channel?

12. If not, what issues or obstacles have you experienced, or what concerns do you have?

13. Where do you see a need for improvement or growth in mobile marketing?

14. What mobile advertising avenues have you tested and used?

15. How do you rate the success of these investment?

16. What forms of mobile commerce do you expect to test or embrace?

17. Are you executing commerce via smart phone and/or tablet?

18. Who is helping you develop your mobile strategy?

19. What resources are you using to design and execute mobile campaigns?

20. What measures and metrics would you employ to evaluate mobile marketing investments?

21. Who do you consider to be trusted resources and experts on mobile marketing?

22. Do you have an in-house resource dedicated to mobile marketing prpgrams?

23. Are you investing in furthering your mobile marketing capabailitlies through internal training and development?

24. What is your title?

25. How large is your company?

26. What best describes your company's industry sector?

27. In which region is your company headquartered?

28. In which region does your company operate?

Lucas Herscovici, Global Director Strategic Innovation & Marketing, Anheuser Bush

Kelly Doss, Global VP of Marketing, Beam Global

Lou Imbriano, Professor of Sports Marketing, Boston Collge

Jeffrey Boorjian, VP of Marketing, Caesars Entertainment

Brad Taylor, VP Customer Marketing, Coca-Cola Company

Michael Mayfield, Global Director of Business Services, eastman Kodak

Vince Ferraro, VP Consumer Marketing, Eastman Kodak

Judy Chen, Chief Marketing Officer, Earthbound Farms

Susan Helstab, Executive Vice President, Four Seasons Hotels and Resorts

Llyod O'Connor, Client Access Executive, JP Morgan Chase

Jennifer George, Marketing Manager, NASCAR

Matthew Clark, VP of Marketing & Business Development, PC Mall

Adam Lavine, President & CEO, FunMobility

Tom Collinger, Associate Dean, Northwestern University

Jeffrey DeKorte, VP of Digital Marketing, Royal Caribbean Cruise Lines

Danish Khan, SVP & Head of Marketing, Sony Entertainment Television

Benjamin Grubbs, Regional Director Interactive Media, Turner Entertainment Networks Asia

Jay Altschuler, Global Communications Planning Director, Unilever

Lisa Baro, Director of Digital Marketing, Virgin America

Josh Elishber, Professor of marketing and Professor of Operations and Information Management, The Wharton School

Heith Swiderski, Director, Mobile and Emerging Channels Strategy and Development, Wyndham Hotel Group