To redefine mobile “direct response” is to more accurately measure and attribute success to the varied responses that play a role when a consumer decides to convert.
Customers are not segmenting their activities by channel: they move from device to device seamlessly, and expect you to follow them on their non linear journey with your brand, providing the right information in the right format at the right time. Marketers who used to plan their strategy around television and desktop computers now need to think mobile first, since it has become the first screen, feeding our need for instant gratification.
This eBook will therefore help you plan an omni-channel strategy that will allow you to deepen your customer’s engagement while customizing measurement models to take mobile responses into consideration.
