《mobile marketing》.pdf

IBM Software Enterprise Marketing Management Thought Leadership White Paper Mobile marketing: The time is now Tactics and technologies to understand and engage mobile customers 2 Mobile marketing: The time is now Contents And while consumers are increasing mobile usage dramatically, adoption by marketers is still relatively low. As of 2012, just 2 Introduction 21 percent of marketers had been using mobile as part of 2 The state of mobile marketing integrated campaigns across email, websites, advertising and other channels, according to an IBM study.1 4 Key focus areas for mobile marketing 9 The IBM approach to mobile marketing Confusion over mobile technologies, funding limitations and a “wait and see” mindset have kept mobile from a fast start with 9 About IBM Enterprise Marketing Management marketers. As Forrester Research noted, “While consumers are 9 For more information rapidly adopting smartphones and tablets… retail executives are taking a measured view of the immediate benefits of these efforts— in part because of the myriad of challenges that must be c