CHAPTER 8
Mobile: The Always On, Anytime, Anywhere Channel
“For over 10 years in my career conducting analytics around customer satisfaction and loyalty, I have found that the biggest driver of loyalty is an unexpected positive experience. The mobile channel is uniquely equipped to provide this unexpected delightful experience, especially with fast 3G and 4G speeds and highly contextualized location-based services. For example, imagine the value to a consumer of being able to find an item of interest in stock at a convenient location with comparison pricing in seconds. The value of mobile as a local driver of satisfaction and loyalty should not be discounted.”
—Vipin Mayar
It’s a small screen, but it can pack a powerful punch. With mobile devices, the variety of opportunities for delivering Magnetic Content to consumers is perhaps greater than for other media. But so too is the danger of alienating them—all because of the close, personal nature of the device, which is typically strapped somewhere on their bodies for 16 hours or more a day. This puts a huge premium on an offering that will magnetize the consumer with clarity, timeliness, and relevance.
How then to make the most of mobile? This chapter will answer the following questions:
1. What are the best practices for marketers to deliver Magnetic Content via mobile devices?
2. What are the best strategies for driving Performance Measurement of mobile efforts?
3. Where are the most exciting opportunities in mobile channel ...
