Mobile is changing the customer experience, and brands need to keep up

06/26/2013 | Luxury Daily

Brands' marketing must embrace mobile platforms to keep current with customers and avoid being outpaced by competitors, Forrester Research principal analyst Julie Ask said at the firm's Forum for Customer Experience Professionals. Mobile is changing the customer's experience in terms of immediacy, simplicity and context and brands can meet these expectations by using mobile's ability to reach consumers anywhere, anytime, Ask said.

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