CHAPTER 12

Enabling Mobile C-U-S-T-O-M-E-R Experiences

If you’re not using mobile marketing to attract new customers to your business, don’t worry—your competitors are already using it and are getting those customers instead.

—Jamie Turner, 60SecondMarketer.com

As the number of smartphones well exceeds 1 billion, it is not surprising that mobile has rapidly overtaking desktop access to the Internet. One obvious consequence of this trend is the growing number of online marketers embracing a “mobile-first” design philosophy. But more research is suggesting these intentions are not materializing into a distinct mobile-customer experience. Instead, efforts are often limited to screen optimizing and mobile-friendly interfacing.

The good news to marketers ...

Get Social Content Marketing for Entrepreneurs now with O’Reilly online learning.

O’Reilly members experience live online training, plus books, videos, and digital content from 200+ publishers.