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1、CAPITALIZINGONMARKETING’SBIGMOBILEOPPORTUNITYWHITEPAPER
2、OCTOBER2014©CopyrightCMOCouncil.AllRightsReserved.2014TMGETTINGINSYNCWITHMOBILE
3、WHITEPAPERCONTENTS3Introduction5KeyFindings17SponsorCommentary18AffiliatePartners19AbouttheChiefMarketingOfficerCouncil19AboutSAS©CopyrightCMOCouncil.AllRights
4、Reserved.20142TMGETTINGINSYNCWITHMOBILE
5、WHITEPAPERINTRODUCTIONFewadvancesintechnologyhaveimpactedhowwedobusinessasbroadlyandprofoundlyasmobile.Mobiledevicesarecreatingnewopportunitiesfororganizationstoengagewiththeircustomers,butthebiggerreasonstofocusonmobilerelatetohowmobileischanginghowpeopl
6、ebehave.Formarketers,theopportunitiesliebeyondthesimplelureofmobileasjustanotherchanneltoengagewithcustomers.Becausemobiledevicesarehighlyvaluedandalwayspresent,theybringauniquecomplexitythatisnotassociatedwithemail,digitalorotherchannelsofengagement.Mobile,atitscore,ismorethanjustanotherchanne
7、lbecauseinteractivedevicessuchastabletsandsmartphonesaredigital,searchandsocial,allinone.Itrequiresnewthinking,newplatformsandnewtalenttoensurethatamobilemindsetiswovenintotheentirecustomerjourney.Itrequiresnewstrategiestoaddresshowcustomerswanttoengagewithvariousdevicesatvarioustimesandinvario
8、usformats.Mobileisnotjustonecampaign—itisacustomerengagementstrategy.Today’scustomerjourneyisinfinitelymorenuancedthaninyearspast,buttheimpactofmobileonthecustomerjourneycannotbedenied.AccordingtoeMarketer,thereareanestimated4.55billionmobilephoneusersgloballyasofthiswriting,withsome1.74billion
9、ofthemrepresentingsmartphoneusers.1Mobilecommercenowaccountsfor15percentoftotalU.S.eCommercerevenue.2IntheU.S.,mobilemediaconsumptionnowaccountsfor12percentofatypicalconsumer’smediaconsumptiontime.Insomepartsoftheworld,mobileistheprimaryconnectiontothewebforconsumersbynecessity,andinmoredevelop
10、edareas,ithasthepotentialtobecometheprimaryconnectionbychoice.AccordingtoaneMarketerreport,oneofeveryfouronlinesearchesisactuallybeingconductedviamobileweb,3andthistrendwillaccelerateasthemillennialgenerationstartstoexertitscollec
