Spencer Kollas says, “As brands work to be more customer-centric, mobile has become one of the most critical channels to effectively acquire, engage, and convert customers into loyal brand advocates. According to research from Experian Marketing Services, not only are mobile customers highly engaged with brands, but when subscribed to both email and mobile messaging, they are likely to be among a brand’s most valuable customers. Further, we often find that when clients leverage data from multiple channels, they are able to create more relevant experiences, drive incremental revenue, and develop even greater engagement for their brand.

All of this is great — but mobile also presents a lot of new data challenges for marketers. To avoid feeling paralyzed by these challenges, I’ve found that it’s best to first acknowledge what your digital marketing utopia looks like, and how mobile fits into it. Your ideal situation may mean that marketing departments and channels work together seamlessly, with easily accessible data available from every channel used to personalize each and every message in real-time“.

Overcome these 3 common data barriers for mobile marketing success

‘Experian Marketing Forward’ Blog

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