‘The Hidden Power Of Mobile’ – Forrester Blogs
Thomas Husson says, “Most marketers agree that mobile is a strategic priority. However, they fail to appreciate the true power of mobile: its ability to radically improve their entire marketing plan by linking consumer online and offline behaviors.
While consumers use mobile as a sixth sense to digitize the offline world, marketers still think of mobile as a subdigital channel.
Marketers must reconsider mobile’s role in their entire marketing plan. They should:
* Link Mobile To Offline To Unlock Its Full Potential
To bridge digital and offline marketing, marketers must rethink the total impact of mobile ads, use mobile to augment traditional marketing campaigns, and apply mobile data to improve overall marketing effectiveness. Mobile data is the new customer gold mine, providing both personal data on individuals and the world they live in as well as contextual data combining offline and online behaviors in real time.
* Start Measuring Offline Attribution Now
Marketers must put mobile at the heart of their identity resolution plan and work with data partners to make the most of emerging mobile offline attribution solutions. Given the importance of sales in physical stores, it matters to understand not just if mobile drives traffic to store but the extent to which it increases total sales”.
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