REPORT

The desire to engage at every stage of the customer lifecycle has always been the unrealized goal of savvy marketers, but this may no longer be the case. Marketers are putting mobile interaction in the hands of consumers and finding clever, gratifying ways to add value to every aspect of the brand experience, reports the CMO Council, but some challenges still remain.

Detailed in the full report are best practices of early winners in mobile and executive perspectives from Anheuser-Busch InBev, Beam Global, Caesars Entertainment, Coca-Cola Company, Earthbound Farm, Eastman Kodak, Four Seasons Hotels & Resorts, JP Morgan Chase, Nascar, Royal Caribbean Cruises, Sony Entertainment Television, Turner Entertainment Networks Asia, Unilever, Virgin America, and Wyndham Hotel Group. The report also includes detailed responses to a 23-point audit, which covered:

• Perceived value, benefits, and attributes of the mobile channel
• Organizational knowledge and understanding of mobile marketing innovations
• Areas of focus and interest for mobile application deployment and use
• Where and how mobile could be used to more effectively interact with customers
• Mobile’s fit and function in the marketing mix; plans and intentions to leverage the channel
• Mobile marketing adoption, effectiveness, and success, as well as issues, obstacles, and speed bumps
• Internal and external resource utilization; need for training and talent acquisition
• Performance metrics, as well as trusted resources and experts marketers rely on