Gartner News

The Role of Mobile Marketing in Customer Experience

Mobile marketing strategies and tactics that prove indispensable for delivering great customer experience.

It seems a distant memory: the TV commercial showcasing new smartphone capabilities with a user standing in line at DMV, happily checking scores and texting friends. Those early ads showcased the now-pedestrian tasks of early smartphones. Fast forward to 2015 and that same person standing in line, hopefully not the same line, likely checked her bank balance, continued a product search she started on a desktop, and clicked on an ad based on a TV commercial she saw the previous night.

Eighty-nine percent of marketers who intend to compete on customer experience will fail if they don’t offer buyers a mobile-enabled, real-time experience, according to recent Gartner research. Experienced mobile marketers will see mobile carry a significant amount of the responsibility for good or bad customer experiences moving forward, according to Mike McGuire, research vice president, Gartner for Marketing Leaders. Learn more about the increasingly sophisticated set of tools and techniques mobile marketers and customer experience executives can deploy to achieve compelling and profitable customer experiences on Smarter With Gartner website.

Gartner for Marketing Leaders clients can read more in Irresistible and Challenging: The Role of Mobile Marketing in Customer Experience.

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