In a November 2008 white paper, titled “Mobile Marketing Imperatives:
Transitioning to a customer-centric approach”, the London analyst firm Freeform
Dynamics published its findings on interviews with senior marketers at 13 European
mobile operators.
Most of the executives were frustrated at their lack of ability to fully automate
marketing campaigns and revealed that their real-time response capability was
limited or non-existent.
Data fragmentation is the first barrier to overcome, the Freeform authors note. This
leads to an “undue, and undesirable, reliance on IT, coupled with a degree of manual
processing, once the data has reached the campaign environment”.
Here is a typical comment from a Freeform panel member:
“Our campaign tools are not very automated. All this means that the campaign
process is slow and cumbersome, and not nearly as effective or efficient as it needs to
be.”
In a November 2008 white paper, titled “Mobile Marketing Imperatives:Transitioning to a customer-centric approach”, the London analyst firm FreeformDynamics published its findings on interviews with senior marketers at 13 Europeanmobile operators.Most of the executives were frustrated at their lack of ability to fully automatemarketing campaigns and revealed that their real-time response capability waslimited or non-existent.Data fragmentation is the first barrier to overcome, the Freeform authors note. Thisleads to an “undue, and undesirable, reliance on IT, coupled with a degree of manualprocessing, once the data has reached the campaign environment”.Here is a typical comment from a Freeform panel member:“Our campaign tools are not very automated. All this means that the campaignprocess is slow and cumbersome, and not nearly as effective or efficient as it needs tobe.”
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