What You Need to Know About Creating Great Mobile Experiences
Mobile represents the freedom for consumers to connect with people, products and environments on their own terms. Mobile should be considered more than just a transaction platform; when designed as part of an engaging, multi-channel brand experience, it can strengthen the relationship between consumers and brands.
In the “Mobile Moments” chapter of our Insights 2012 report, we identify integrated experiences as “the holy grail of our digital future,” where “the ability to seamlessly jump across devices or channels is the key.”
But the holy grail is notoriously elusive. So where are marketers to begin when jumping into mobile or improving their mobile offerings? Our interviews identified several best practices for building a multi-channel customer journey:
- Meet consumers where they are
- Think and organize beyond silos
- Consider back-end technology
- Support in-store technology
- Plan for ongoing upgrades
- Repurpose content
In an effort to help marketers find a partner who can help shape that journey — and in recognition of the increasing importance of mobile — Forrester Research recently released “The Forrester Wave™: US Digital Agencies — Mobile Marketing Strategy and Execution, Q1 2012.”
“Forrester evaluated the strengths and weaknesses of top US digital agencies that provide mobile marketing strategy and execution services,” said the report, which compared the agencies using 37 criteria in three main groups: current offering, strategy and market presence.
They feel that an agency with “an incisive understanding of the marketing potential of mobile and its increasing importance in the digital mix” will demonstrate the ability to: “distribute mobile expertise across disciplines,” “integrate mobile into larger strategic initiatives” and “foresee mobile becoming the primary digital touchpoint.”
We are excited that Forrester regards the mobile space with the enthusiasm and focus that we do, and we are honored to have been named a Leader in this report.
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The Forrester Wave™: US Digital Agencies — Mobile Marketing Strategy And Execution
Learn more about what Forrester calls “the mobile imperative” by downloading a complimentary copy of the report from our site. |
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