Marketers Not Yet Leveraging Mobile’s Relationship Potential

Marketers are focusing on mobile as another messaging channel, and mostly ignoring its potential as a medium through which to build deeper customer relationships, finds the [download page] CMO Council in an October 2012 report. The survey found respondents most likely using mobile to notify and inform customers (51%), deliver content and services (43%), and promote and advertise brands or special offers (37%). Lost in the mix are opportunities to support customer care and handling (23%), gather real-time insights (19%), and acquire or reactivate customers (18%). (more…)