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Posted by Jennifer Wise on March 18, 2013
Think about the past 24 hours: What have you done with your mobile phone? Did you send a text message? Check your email? Read any articles? Challenge someone in Words With Friends? If you said ‘yes’ to any of these, chances are that you may be one of the rapidly growing segment of perpetually connected customers that Forrester has been talking about. Welcome to the club!
Being one of these super-connected, mobile-savvy people is exciting. You can sit on your couch browsing a store’s catalog on your tablet while simultaneously messaging with friends on your smartphone. You can get a notification from your favorite store’s app about a flash sale happening that moment. You can search for the best dinner spot nearby and check reviews while walking down the street. You can find out more information about the TVs you are deciding between while in-store through the mobile Web or scanning a barcode. The options are endless!
Now put on your marketer hat. It’s an exciting time from this perspective too because the opportunities available to reach this consumer anytime, anywhere also seem endless! So yes, it’s exciting, but — let’s be honest – there is a lot of pressure to successfully meet these consumers’ demands, and it’s a little daunting to wade through the endless options to discover what tactics are right for your brand and how to get the programs launched.
Don’t know where to begin? Look at your mobile marketing strategy. Smartphone ownership tipped the scale in 2012, now including more than half of US consumers (and growing!), making smartphones a key touch point to reach today’s perpetually connected consumers. To successfully launch mobile programs, marketers need to:
If you’ve successfully navigated any of these steps, please share some thoughts with us about what worked (or didn’t) in your experience. I’ll be exploring these topics more in my upcoming reports about how to navigate mobile tactics and secure executive support, and I will also be speaking about this topic at Forrester’s Forum for Marketing Leaders, April 18-19 in LA. I look forward to seeing you there, or you can join my colleagues at Forrester’s Forum for Marketing Leaders EMEA, May 21-22 in London to learn more about creating brand advantage with perpetually connected customers.