Why Read This
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, Consumer Mobile Devices, Consumer Mobility, Customer Experience Management, eCommerce, Emerging Media, Emerging Methods, Marketing Ethics, Marketing Organization & Culture, Mobile Advertising, Mobile Marketing, Mobile Web, Omnichannel Customer Experience