From Original Post Here

My in-depth analysis of Amdocs’ mobile search and advertising strategy –which inspired positive reader feedback and an impressive jump in traffic - ended with the promise that I would circle back with the findings of an exclusive best practices report. Today I am back with the findings and some valuable insights in what and what is not. Thanks once more to Garland Harwood, Account Supervisor, Weber Shandwick for releasing the report to MSG first!

By way of background, this report, published Yankee Group, is based on interviews conducted between April and May with Tier 1 and tier 2 mobile service providers as well as interviews with Tier 1 branded publishers. The objective was to explore their thinking on a range of key topics including business drivers and inhibitors, metrics and measurements (or should I say the lack of them?) customer profiling and targeting and where all this is leading. That’s plenty to start with, and I look forward to connecting later this week with report author and senior wireless analyst Linda Barabee to compare notes, trade observations and discuss the key points.

A key finding that is hardly a surprise: The user experience is paramount.

Consumers need easy opt-in and opt-out and companies that want to get their message across must deliver clear user benefits as well as content and communications that fit the target segment. It may sound a bit like Retail 101, but that’s what I consider this report valuable. It’s a welcome confirmation that many of the same rules and business school dogma we learned still applies if we think mobile when it comes to execution.

Another interesting finding confirms what I have suspected all along: (Customer) Information is power.

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