Retaining customers is a key job for mobile marketers

10/21/2012 | MediaPost Communications

Customer acquisition is only half the job in mobile marketing, with retention coming along as an important goal as mobile evolves, said Brendan O'Kane, CEO of OtherLevels. "Acquisition is a point in time, and retention is the long-tail activity. If you don't retain your audience, you have to acquire them again; get your acquisition right, make sure you don't have to go through the cost of reacquiring those customers," O'Kane said.

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