Trends Report

Mobile Adds New Appeal To Your Brand Experience

The CMO Must Orchestrate Mobile Tightly Into Brand Experience From The Start

October 18th, 2010
MK
Mary Beth Kemp
With contributors:
Julie Ask , Thomas Husson , Cory Munchbach , David Cooperstein

Summary

Mobile is finally getting air time with the most innovative brands and marketers. Hoping to make mobile a more common and rich media choice among large brand advertisers, both Google and Apple have joined the fray with their mobile advertising offerings. But for all of that movement, few chief marketing officers (CMOs) are involved in defining what mobile means to their brands. CMOs must join the march and use mobile as an opportunity to raise the bar on the overall brand experience by adopting three key characteristics of life on the go: immediacy, intimacy, and context.

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