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For CMO Professionals

CMO: The Future Of Mobile Is Context

Mobile Transforms How Companies Interact With Customers

July 29, 2011

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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.

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Tools And Templates

Best Practice Assessments

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  • The Mobile Velocity Scorecard

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

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