Trends Report

Marketers Are Using Data To Fuel Effective Mobile Campaigns

Learn From Chinese Enterprises Making Effective Use Of Mobile Data To Power Contextual Marketing

May 4th, 2015
GC
Gene Cao
With contributors:
Michael Barnes , Xiaofeng Wang , Jennifer Wise , Flora Zhang

Summary

Chinese consumers, who comprise the world's largest mobile installed base, make dynamic use of mobile data in their daily lives. To thrive, organizations in China must excel at leveraging mobile data to craft highly targeted marketing initiatives and continuously improve the customer experience. Led by Baidu, Alibaba, and Tencent, China's mobile Internet companies support highly innovative mobile platforms that allow the country's enterprises to serve consumers in their mobile moments while mobile data management providers like TalkingData and Umeng further enhance mobile data ecosystems. This combination of intense demand and abundant supply drivers is fueling mobile data-based marketing innovation in China. Customer insights (CI) professionals can leverage this report to understand how early adopters in China are applying mobile data to marketing initiatives and identify key requirements necessary to drive innovative usage of mobile data within their own organizations.

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