Customers are in the midst of a total mobile mind shift. They're not interested in brand messaging or logos; they want utility -- and they want it now.
New Forrester data (www.forrester.com) shows that 22% of US online adults are far along in this shift, connecting everywhere, frequently, on multiple devices. For marketers, meeting the needs of this demanding customer base in a mobile setting is a marketing imperative.
In a new Forrester report that debuted at the annual Forrester Marketing Forum in LA, Analyst Melissa Parrish detailed marketing strategy for the mobile mind shift. She notes it will depend on the frequency of brand/customer interactions and the quality of the experience of these interactions. For instance, brands that offer high-quality, frequent interactions (think Starbucks, Disney), should expand their customer relationships by rolling out new mobile features. Brands with low-quality...| Read more »