| Ask any group of friends or strangers to share their mobiles, and you'll get an awkward response. Our mobiles provide a secure gateway to our social media, photos, calendars, maps, emails, games, store cards and the internet.Mobile is the ultimate personalised marketing channel. Because we users don't share our mobiles, marketers can be sure of capturing realtime data for interactions with identified prospects and customers via SMS, QR code, mobile web browsing, geo-location and App usage. Every mobile interaction carries a unique time and location based data trail. But there's a major catch: permission. Drawing on examples from Amazon, M&S, Kiddicare and O2, this session maps the path for brands to build opted-in mobile databases, segment mobile respondents, create behavioural targeting and deliver personalised mobile marketing. This approach results in enhanced loyalty and superior conversion to sales. |
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