Mobile technology and the advent of tablets and smartphones have transformed whole industries and are changing customer behavior in ways that impact marketers around the globe. More than just another channel, mobile is digital and social at the same time.  It’s making the quest for marketers to stay in sync with the customer journey infinitely more complex and nuanced as the digitally empowered customer now has new expectations for a fully connected, mobile, personalized and relevant experience.

During this study, the CMO Council will explore the changes in customers’ mobile behavior, the pulse of the market, the definition of a mobile-first strategy, how analytics are being leveraged for mobile, how brands are measuring mobile success, and more. The final comprehensive report will consist of findings from an online quantitative survey as well as qualitative features from brands leading in mobile. The CMO Council will also conduct five video interviews to capture executive perspectives and best practices around turning big data pain into mobile engagement gains.