You have the strategy, now learn about tools and tactics to increase your mobile effectiveness.

Learn more at The Marketer’s Guide to Mobile Engagement

Be in the know with all the latest CMO news and tips.

Follow the series on Twitter& engage with us at

#thinkCMO

Like us on Facebook –Above the Clutter with Pete Krainik

facebook.com/ATCseries

Get fresh insights from the latest mobile posts –ibm.biz/mobileblogs

S t r at e g i e SS h o p p e r s a r e r a p i d l y m a k i n g a t r a n s i t i o n t o m o b i l e c o m m e r c e . A c o h e s i v e m o b i l e a p p r o a c h i s a m u s t f o r r e t a i l e r s .

f o r M o b i l e E n g a g e m e n t

Start with mapping your customer journey to understand the stages in your customer relationships. Then look for opportunities where different messaging sources – mobile push, SMS, email, video, website, social media, etc. – can influence the intent of your customer down the path to purchase.

C o n s i d e r H o w M o b i l e F i t s i n t o t h e C u s t o m e r J o u r n e y

Delivering the right message at the right moment across channels and devices typically requires analyzing data, understanding behaviors and setting up smart, automated content triggers. It also involves crafting the right tone, one that is more immediate and personal.

g e t t h e r i g h t M e s s a g e a t t h e r i g h t M o m e n t

Higher expectations of mobile users bring an inherent impatience. Think about how mobile users engage with content differently on the go and how usability is impacted by smaller screens.

t h i n k C o n t e x t a n d U s a b i l i t y

Leverage data gathered across devices and platforms to create a more rewarding cross-channel experience. Additionally, mobile marketing should reflect the context of your overall brand experience.

C re a t e a n O m n i - C h a n n e l e x p e r i e n c e

Today’s best analytics solutions automatically generate and recommend visualizations that help you quickly spot trends and untapped campaign opportunities. Review both “process” metrics (opens, clicks, etc.) and “output” metrics (conversions, revenue, etc.) for a full picture of your mobile program.

P l a n a n d e v a l u a t e w i t h a n a l y t i c s a n d M e t r i c s

Disruptive technologies - the Internet of Things,Cloud Computing and Cognitive Computing - will have a significant impact on organizations over the next three to five years. Stay tuned to these exciting trends and tools and think about how you might apply them to your business.

P l a n f o r t h e F u t u re

6

ibm.biz/mobilemarketingguide