Getting In Sync with Mobile Customers

The Mandate for Real-Time Relevance in a Connected World

Program Details

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Mobile technology and the advent of tablets and smartphones have transformed whole industries and are changing customer behavior in ways that impact marketers around the globe. More than just another channel, mobile is digital and social at the same time. It’s making the quest for marketers to stay in sync with the customer journey infinitely more complex and nuanced as the digitally empowered customer now has new expectations for a fully connected, mobile, personalized and relevant experience.

At the same time, the stream of digital data from mobile enables marketers to learn more about customer preferences without being intrusive, opening avenues to inform product development, packaging, pricing, distribution, contact policies, and more.  Mobile is about location, but it’s also about time and mind-set. It requires a new marketing mindset that envisions the delivery of relevant content in parallel to the aggregation of this rich customer intelligence. More than ever, mobile has become the corner stone to experience, and it’s never been more important to be relevant in real-time with today’s mobile customers.

During this study, the CMO Council explored the changes in customers’ mobile behavior, the pulse of the market, the definition of a mobile-first strategy, how analytics are being leveraged for mobile, how brands are measuring mobile success, and more. The final comprehensive report consists of findings from an online quantitative survey as well as qualitative features from brands leading in mobile. The CMO Council also conducted video interviews to capture executive perspectives and best practices around turning big data pain into mobile engagement gains.


Facts & Stats

Almost 70 percent of YouTube videos are watched on mobile devices.

Source: Business Insider

56 percent of consumers report visiting a brick-and-mortar store after receiving a deal or offer on their mobile device when they were near the store.

Source: PRRI


Studies & White Papers

Make The Most of Analytics To Meet Your Mobile Objectives - Forrester

SEMPO State of Search Marketing Report 2013 - Econsultancy

2014 Mobile Behavior Report - Extracttarget


August 2014 - Content Marketing Funnel: 5 Steps to Customer Acquisition Forbes

July 2014 - 7 Reasons Marketers Are Not Innovating Fast Enough Forbes

July 2014 - Mobile Ad Spending To Blow Past Newspapers, Magazines, Radio This Year Forbes

July 2014 - This Really Is the Year of Mobile. Seriously. - Direct Marketing News

June 2014 - The Future Face of Mobile Marketing And Why Companies Must Adapt -

June 2014 - 7 Stats Show Mobile Marketing is Crucial for Your Business - Entrepreneur

June 2014 - Digitizing The Consumer Decision Journey - McKinsey Insights

May 2014 - Is Your Mobile Marketing Personal Enough? - Mobilemarketingwatch

May 2014 - Mobile Marketing Is Here. Now What? - Forbes

May 2014 - Mobile Marketing Spend Could Be Over $18 Billion This Year - Mobilecommercepress

April 2014 - Big Data, Big Opportunity - Mobile Marketing Magazine

March 2014 - Big Data is Enabling Marketers To Do More With Less - ClickZ

February 2014 - Marketers Agree: Consumers Increasing Mobile Use Shakes Up the Digital Landscape -

January 2014 - Mobile Ad Market Spending To Hit $18BN In 2014, Rising To ~$42BN By 2017, Says Gartner - Techcrunch

July 2013 - Understanding the Behavior of Mobile Device Consumers - Mobilemarketingwatch

June 2013 - Mobile Marketing Isn't About Screens and Devices, It's About Behavior - AdAge

September 2013 - Recipe For Mobile Marketing Success Includes Big Helpings of Analysis - CMSwire

November 2013 - Is Your Big Data Strategy Mobile-First? -

December 2013 - Turning Big Data Into Bigger and Better Mobile Marketing - Gigaom

December 2013 - 2014 Will Be The year of Big Data, Forrester - Mobile Marketer

May 2013 - Analyzing Big Data For Customer Insight - Mobile Marketer

March 2013 - Big Data is "Emotional Data - DMNews


Program Themes

  • Mobile Relationship Marketing
  • Mobile Web
  • Mobile Trends
  • Mobile Devices