Mobile - Katz Marketing Solutions | Radio Advertising | Media Agency

thus, are struggling to respond to the meteoric rise of mobile.―And for those who have been bombarded by coworkers, peers and media to adopt a plethoraof shiny tools, with the promises of higher company sales and customer loyalty, mobileuptake has been faster, but the ROI may not have caught up to its budget,‖ he said.―The truth is, of the wide range of mobile marketing tools, only a handful of them actuallyproduce high results across the entire marketing funnel – from reaching new customers, todriving sales and loyalty – and they aren‘t usually the shiny ones.‖Understanding the spaceWhile mobile Web, text message marketing and personalized mobile content continue toshow high ROI, CMOs have too often been focused on creating one-off products, and notintegrating mobile well enough across all customer touch points.There are many reasons why chief marketing officers may be slacking in mobile.The first of which is a digital disconnect between digital natives and the CMO who occupiesthe executive suite.CMOs who are not digital natives need to embrace their digital and mobile-savvy colleagues,provide them the platform and freedom to test, prove and launch their digital strategies.Then, there is the fear of big data.The scariest thing for a traditional marketer is to know that every campaign can be tracked,measured and critiqued.The top CMOs embrace this challenge by creating frameworks to distill the volume of datacreated by their programs.―They are creating analytics tools to isolate the key variables of a successful program andutilize them to drive their future marketing strategies and campaigns,‖ Mr. Citron said.―CMOs are vital to the development of a great, customer-focused mobile experience.―They are uniquely positioned to understand their company, their customer, what motivatesthem to align with the brand, while also understanding the business goals needed to crafttruly successful mobile programs,‖ he said.Moving forward, CMOs need to embrace their mobile customers and create experiences akinto how their customers are using mobile today.3