Applying MRM: Trends in Mobile Engagement and CMO Council's Path to Mobility

Presented by

Adam Lavine (FunMobility) and Liz Miller (CMO Council)

About this talk

Mobile relationship marketing (MRM) requires marketers to look beyond a single mobile channel or campaign and instead learn to map consumer patterns to determine where and how they want to engage. According to a recent CMO Council study entitled “Engage at Every Stage,” the majority of marketers are just beginning to explore how mobile relationships with customers will be developed and executed. However, only 14 percent of global marketers are satisfied with the progress they are making in accessing and leveraging the mobile channel. To continue the dialogue and provide new insights into trends around mobile, the CMO Council will be hosting a complimentary one-hour webcast. During this time, the CMO Council will share its own journey of developing and mapping a mobile relationship with its 6,500-plus global members. Join the CMO Council’s Vice President of Marketing Programs, Liz Miller, and CEO of FunMobility, Adam Levine, as they discuss the future of the mobile relationship. Key discussion topics will include: - Trends in customer loyalty around the mobile channel - The shift from web-centric experiences to mobile experiences - What every brand advertiser should know about standards and guidelines around mobile web advertising

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The Chief Marketing Officer (CMO) Council is dedicated to high-level knowledge exchange, thought leadership and personal relationship building among senior corporate marketing leaders and brand decision-makers across a wide range of global industries. The CMO Council's 16,000 plus members control more than $1 trillion in aggregated annual marketing expenditures and run complex, distributed marketing and sales operations worldwide. In total, the CMO Council and its strategic interest communities comprise global executives across 110 countries in multiple industries, segments and markets. Regional chapters and advisory boards are active in the Americas, Europe, Asia Pacific, Middle East and Africa.