Digital Marketing: The Future Of Mobile Is Context
Mobile Transforms How Interactive Marketers Engage With Customers
August 1, 2011
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. For interactive marketing professionals, context translates into more targeted media buying opportunities and more relevant brand engagement. For many marketers, this is geo-targeting, today. Context is more than location. It includes a consumer's situation, attitudes, and preferences. In the short term, interactive marketing professionals must develop the ability to deliver personalized offers based on location and programs that enhance offline experiences. Longer term, interactive marketing professionals must evaluate what new contextual information will be most effective.
Already a Client?
Log in to read this document.
Become a Forrester Client
Customers are the new market-makers, reshaping industries and changing how businesses compete and win. Success depends on how well and how fast you respond. Forrester Research gives you insights and frameworks aligned to your role to shorten the time between a great idea and a great outcome, helping your teams win in the age of the customer. Contact us to learn more.
This report is available for individual purchase ($499 USD).Purchase
Tools And Templates
Best Practice Assessments
- 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
- Lead And Own Strategy Development For Hyper-Targeted Marketing
WHAT IT MEANS
- The Cost Of Convenience Is Privacy
- Supplemental Material
- Related Research Documents
Q&A: Seven Questions CX Pros Should Ask Before Diving Into Text Analytics
March 24, 2017 | Faith Adams
The Strategic Role Of Identity Resolution
October 17, 2016 | Joe Stanhope
Eleven Mobile Features That More Banks Should Offer
September 21, 2016 | Peter Wannemacher