Warren Tomlin, Partner – Strategy and Analytics Leader/North American Labs Leader at IBM, discussed the value of mobile marketing during a Thought Leadership Spotlight Presented by IBM at the 2014 Leadership in Digital Marketing Forum in Boston on Dec. 3. In his presentation, “When Mobile Matters More Than Your Website,” Tomlin said developing a mobile-first strategy is becoming increasingly important for organizations worldwide.
Delivering an outstanding customer experience is key for organizations of all sizes, Tomlin said. If an organization focuses on its mobile strategy, Tomlin noted, it can ensure it will be able to deliver excellent support to consumers via smartphones, tablets and other mobile devices. Also, Tomlin pointed out that organizations must devote the necessary time and resources to learning about mobile technologies to fully leverage these tools and build long-lasting partnerships with consumers: “The last best experience someone has anywhere is the experience they begin to expect everywhere. When I look at our business and I look at analytics and social and data and mobility all coming together into one practice area that I’m responsible for, it’s how can we be smarter with what we’re doing.”
However, simply using mobile tools does not necessarily ensure an organization will be able to deliver a memorable customer experience, Tomlin said. Today’s organizations cannot ignore mobile technologies, Tomlin said, and those that do not fully leverage these tools risk falling behind their rivals: “I think what you’re seeing now is mobility is serious, right? It’s not the edge case anymore. It’s truly where our top tier clients are building first.”
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