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Marissa Aydlett is a featured contributor to A Guide to Winning at Mobile Marketing in a Connected World report.

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Today marketing in mobile form is moving from beyond push notifications and apps into a solution for engagement that brands have adopted across other channels. Email is mobile. Web is mobile. Customer behavioral data from things like POS systems can be connected to offer a holistic, channel-agonistic customer experience.

In 3-5 years, mobile will serve more as the controller from which we've learned. Customers will expect more fluid experiences as they connect across touch points, devices, channels, and platforms. As a result, brands need to adjust the way they think about the customer experience. Customers don't see team silos, disconnected data, or technology stacks — they see a brand.

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