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Handbook | Mobile Effectiveness


Mobile Effectiveness:
Building a Best-in-Class Mobile Experience



For many leading organizations, the question these days is not around whether or not to invest in building a mobile experience for your brand, but rather what that mobile experience should do/offer to customers. According to a Pew Research Center report, 46% of smartphone owners say their smartphone is something “they couldn’t live without.” In addition, 68% of millennials consider their smartphone to be a personal device1
This increased level of dependence on devices opens up an opportunity for engagement for brands interested in taking the customer experience to the next level. We’re not just talking about analytics here; this goes well beyond simply measuring the usage of a mobile app. Building an effective mobile persona includes a deep understanding of app effectiveness, revenue generation, penchant for mobile usage, and many other factors of mobile marketing.
Our Mobile Effectiveness Handbook reviews the important factors brands must consider when building a mobile program, including:
  • the questions you need to ask before building
  • the key phases to building a successful foundation
  • the correct insights to gather to continue optimizing the mobile experience
  • how other brands have successfully leverage mobile solutions


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1] CMO Council, ‘Mobile Marketing’, March 2015

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