Why Read This
Mobile technologies are tactics — not strategies in themselves. Too often mobile services conversations start with "let's build an app." Instead, decisions like these should only be undertaken once a clear strategy is in place. The goal of using mobile should be to improve engagement with consumers by offering them phenomenal convenience. Mobile tactics — whether a simple SMS or the use of augmented reality to simplify access to consumer reviews — should further these goals of engagement through convenience. This report outlines the best practices of Forrester's solution for eBusiness and channel strategy executives working on their mobile eBusiness strategy. This report is designed to help you boost customer relationships through mobile services.
Tags: Augmented Reality, Customer Experience Management, eCommerce, Emerging Methods, Location-Based Services, Marketing Methods, Mobile Channel for Consumers, Mobile eCommerce, Mobile Marketing, Mobile Services, Mobile Web, Multichannel Customer Experience, Near Field Communication (NFC), Short Messaging Service (SMS), Telecommunication Services