A new study by TNS looking into the opportunities and challenges
of mobile from the perspective of Chief Marketing Officers has
highlighted feelings of optimism and strong sense of opportunity.
The study: More than a marketing channel: CMOs and the mobile
imperative is based on one-to-one interviews with Chief
Marketing Officers (CMOs).
Key themes include:
- Mobile is a step-change opportunity - it opens up new markets,
new consumers and new, more personal relationships
- It's early days and there is still a long way to go - but
watching and waiting is not an option
- Mobile is far more than a marketing channel - it's impact is a
rising tide across almost all areas of business from distribution
and retailing to customer service and support
Mobile's role in brand marketing is well established, but
already evolving as marketers shift their focus from stand-alone
marketing solutions and native apps to the optimisation of core web
platforms and the role of mobile as a broader business enabler.
CMOs recognise they are at the start of a long road, and must be
prepared to travel it quickly and integration of marketing with
broader business operations is essential to success. Download the
full report below or visit intelligence-applied the home of thought
leadership on the TNS global website.