Engage At Every Stage: New Marketing Mandate

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The desire to engage at every stage of the customer lifecycle has reportedly been the unrealised goal of many marketers, but this may no longer be the case. Marketers are putting mobile interaction in the hands of consumers and finding clever, gratifying ways to add value to every aspect of the brand experience, reports the chief marketing officer (CMO) council in a new study recently released.

With some 6.5 billion global mobile phone subscribers predicted by the end of 2012, brands see mobile relationship marketing as a critical area to gain competency and competitive advantage. Big drivers include the high level of lifestyle and business dependence on mobile devices, the proliferation of mobile apps, growing mobile social...

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