Trends Report

Brief: Create Mobile Moments That Boost The Brand Experience

Shift Mobile From A Siloed Tactic To A Connected Brand Building Tool

July 29th, 2014
TS
Tracy Stokes
With contributors:
Julie Ask , Elizabeth Perez

Summary

Forrester believes that we are witnessing a mobile mind shift — "the expectation that I can get what I want in my immediate context and moments of need." The new battleground for customers is this mobile moment — the instant in which a customer has a want or need. Brands that create, anticipate, or answer in that moment will become a trusted and essential resource. But chief marketing officers (CMOs) today are not capitalizing on mobile's brand building potential. Too often, mobile is treated as a tactical execution, not a brand building tool. CMOs need to elevate the role of mobile in their brand building efforts to truly engage their customers and boost the brand experience. This report shows CMOs how to harness the power of mobile moments to build a strong, resonant TRUE brand — one that is trusted, remarkable, unmistakable, and essential.

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Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.