In 2013 Forrester published a report called “The Age of the Consumer”. In it they argued that the power in the relationship between business and its customers had shifted over time from manufacturing, to distribution to information and most recently to the consumer. We were, Forrester argued, at the start of “A 20-year business cycle in which the most successful …
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I was asked to help put together a panel representing the mobile industry to explore the future of mobile marketing for the OnFuture EMEA event. Picking the names was the easy bit. There are so many people I could have turned to for insight and comment. No, the hard bit is knowing what to ask them to uncover that insight. If you have …
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For some retailers mobile is both a channel and a device to be feared. Almost every retailer has experienced ‘showrooming’ with customers abandoning sales in-store after looking for better price, availability, customer reviews, etc. using their smartphones. Rather than trying to fight this somehow (a futile act in any case), smarter retailers are embracing mobile and integrating it into the …
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In the lead up to launching mCordis, one of the many things we have done is define the market we work in. I recently spent time with my colleague Michael Becker, the man who wrote the original and most commonly used definition of mobile marketing, which was adopted by the Mobile Marketing Association and others in 2009. He had defined …
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