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ENGAGE AT EVERY STAGE: THE NEW MOBILE MARKETING MANDATE

New CMO Council Study Explores Global Brand Uptake of Mobile Relationship Marketing; Brand Interacti

ENGAGE AT EVERY STAGE: THE NEW MOBILE MARKETING MANDATE

New CMO Council Study Explores Global Brand Uptake of Mobile Relationship Marketing; Brand Interaction Now in the Hands of More Savvy and Socially Connected Consumers

PALO ALTO, Calif. (October 9, 2012)—The desire to engage at every stage of the customer lifecycle has always been the unrealized goal of savvy marketers, but this may no longer be the case. Marketers are putting mobile interaction in the hands of consumers and finding clever, gratifying ways to add value to every aspect of the brand experience, reports the Chief Marketing Officer (CMO) Council in a new study released today.

With some 6.5 billion global mobile phone subscribers predicted by the end of 2012 (Portia Research), brands see mobile relationship marketing (MRM) as a critical area to gain competency and competitive advantage. Big drivers includ