Mobile Strategies Can Fuel Business Success
Memo from the marketing folks: We need to do a better job of reaching mobile users, and we need to do it now! Given that IT is playing a larger role in cross-departmental initiatives, the technology staff should learn how to work more closely with other departments on mobility projects. A new survey report , "Engage at Every Stage: Using Mobile Relationship Marketing (MRM) to Put More Interaction in the Hands of the Customer" from the Chief Marketing Officer (CMO) Council, makes a strong case for the urgency of this issue. There are at least 6 billion mobile subscribers in the world—87 percent of the population. Mobile broadband subscriptions outnumber fixed ones by 2 to 1, and the number of text messages sent will climb to 9.8 trillion in 2012. Marketing professionals realize that they need to make a direct and significant connection with these users, but they admit they could use some help—especially from IT pros—to make it work, according to the report. An estimated 250 global marketing professionals took part in the research.