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Mobile Marketing as Enterprise Imperative: Strategy, Not Tactic

SDL Web Content Management Solutions

Recent evolution in the mobile applications market now offers enterprises new opportunities for reaching customers in ways never before possible. In the past 18 months, a number of independent market forces have converged to enable goods-and-services providers to market to specific customers, at specific times, at specific locations. Importantly, such targeted messaging draws on a richer-than-ever set of consumer information, including not only detailed demographics from implicit (inferred) and explicit (user-provided) profiles, but also real-time, location-based data. Mobile devices, namely smart phones, now have sufficient computing power and screen real estate to effectively and conveniently replace laptops a majority of the time. Already, they have become the primary device for e-mail and calendaring1, and as they supplant laptop-based Web clients, built-in GPS capabilities will foster opportunities for achieving competitive advantage via time-and-place aware, native mobile applications. With the right user permissions, organizations can easily use real-time, location based services to enrich the customer experience – and themselves – by a definite, if yet difficult-to-quantify margin.

Tags : sdl, web content management, magic quadrant, wcm, content, web, mobile marketing, strategy
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Published:  Sep 01, 2010
Length:  9
Type:  White Paper