Capitalizing on Mobile Marketing’s Potential: Five Critical Success Factors

January 20, 2012 - Times are changing as the mobile revolution bears down on the retail industry, transforming how consumers act, shop and connect with brands. Today’s consumer is a lot more sophisticated, not only carrying more stringent demands – but also their smartphones, tablets and PDAs everywhere they go, whether it’s in the office, in the car and even the storefront.

According to CTIA, the total number of US-based wireless subscribers (327.6 million) has surpassed the entire American population (312.4 million). They also found that smartphone and wireless-enabled PDA devices usage rose from 61.2 million to 95.8 million since the middle of 2010. Even more relevant for retailers is the 2011 Mobile Commerce Daily survey revealing 50% of consumers use their devices for shopping purposes. Simply put: consumers prefer to engage, interact and do business through mobile channels, which are now considered critical baselines for building loyalty.


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