Every marketer has an opinion about what constitutes marketing success. Every brand has its own reputation among its peers and loyalty among its customers. It has its own starting point, as well as its own sophistication level in multichannel marketing. However, there are common challenges and opportunities—themes we hear in the conversations we have. Here are some key questions and insights to shape your marketing strategies in 2012 and beyond.
Social is marketing and behavior, while mobile is device and channel. Social CRM will come into its own as marketers begin to integrate social into all customer touch points. Consumers will continue to choose to engage with brands through social platforms. On the mobile side, people are using their mobile devices as they once used their computers. In both social and mobile, the brand must maintain a consistent voice and message.