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For CMO Professionals

CMO: The Future Of Mobile Is Context

Mobile Transforms How Companies Interact With Customers

Latest Update: December 14, 2011

By Julie A. Ask with J. P. Gownder, David M. Cooperstein, Eric G. Brown, Mary Beth Kemp, Ted Schadler, Douglas Roberge

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Why Read This Report

Consumers will adopt and use convenient services and products. On mobile phones, this means services that offer immediacy and simplicity through a highly contextual experience. Context — the sum total of what is known about an individual along with what he or she is currently experiencing — is a moving target that will pull consumer expectations of convenience with it. Marketing leaders will need to define and deliver highly contextual experiences to build mobile relationships with customers that drive engagement. Not all CMOs need to move at the same pace to embrace new contextual information. CMOs must orchestrate collaboration across all the members of their organization to build contextual mobile offerings.
Tags: Consumer Electronics & Technology, Consumer Mobile Devices, Customer Experience Management, eCommerce, Emerging Media, Emerging Methods, Marketing Ethics, Marketing Organization & Culture, Mobile Advertising, Mobile Channel for Consumers, Mobile Marketing, Mobile Web, Multichannel Customer Experience
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TABLE OF CONTENTS

  • Mobile Phones Will Be Your Customers' Preeminent Digital Engagement Channel
  • Contextual Experiences Will Define Mobile Success
  • Technology Innovations Will Drive Context Capability Forward
  • Reaching The Right Level Of Context Will Take Time And Strategic Alignment

  • RECOMMENDATIONS

    Aspire To Mobile As The Primary Digital Medium

  • WHAT IT MEANS

    The Cost Of Convenience Is Privacy
  • Supplemental Material
  • Related Research Documents

TOOLS & TEMPLATES

  • Best Practice Assessments:

    The Mobile Velocity Scorecard

 
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