Mobile, Context, and Conversation Are the New Marketing Realities

Ventana Research, a benchmark research and advisory services firm specializing in Perfomance Management, Business Intelligence, and Information Management casts its vote in support of mobile phone as a way to establish a productive dialogue with clients. When is the sale most desired? Obviously when a person needs the product or the service the most, right after a thought has come to the mind.

“The most effective marketing is now conversation-driven, event-triggered, mobile, and real-time relevant within an immediate social context. Push marketing is dying a slow and painful death – and its business practitioners with it,” said Ventana Research Vice President and Research Director Richard Snow. “Look around you: consumers are more mobile than ever and use their mobile devices more frequently than ever to quickly search for product information and deals – often on impulse. Successful marketing executives in the months ahead will be the ones that intuitively understand this <…> and meet consumers where they are, anytime – across the channel those consumers prefer to use.”

The Ventana Research industry paper and media briefing are focused on addressing the following new marketing realities:

– Consumers are more mobile than ever, and increasingly prefer smart phones and laptops for information, social interaction and shopping

– Mobile phones are emerging rapidly as a popular customer interaction channel

– This is creating new opportunities to engage customers anytime, anywhere.”