In a recent report by TNS based on responses of CMOs worldwide to the challenges and opportunities of brand marketing and mobile, a number of key themes consistently emerge as to how businesses are looking to develop the mobile opportunity:
1. Mobile is a step-change opportunity
More than another digital channel or device, there is universal agreement amongst CMOs that mobile is a genuine step-change opportunity for their business. Mobile offers a direct, intimate connection with individuals, it can move unbanked consumers out of the cash- only economy and into the mainstream, and it enables brands that previously relied on retail distribution to connect directly with customers.
2. It’s early days – and there is still a long way to go
3. Watching and waiting is not an option
4. Mobile is far more than a marketing channel