Mobile Is A
Business Imperative, Says TNS’ Hamilton-Clark
Opportunities for growth through mobile devices are yet to be realised,
according to Steve Hamilton-Clark, CEO of TNS MENA, the world’s largest custom
market research organisation.
He
acknowledged that while ‘digital’ continues to dramatically overhaul the way we
do business, mobile has become a business imperative. “A detailed understanding
of attitudes and behaviours online and mobile is vital for the development of
winning marketing plans and growth strategies.
 |
| Opportunities for growth through mobile devices are yet to be realised, according to Steve Hamilton-Clark, CEO of TNS MENA, the world’s largest custom market research organisation. |
“There
are five clear digital imperatives for Chief Marketing Officers (CMOs)
worldwide: engagement, brand idea, analytics to make data work harder, speed of
execution and organisational change,” Hamilton-Clark shared.
He cited
syndicated TNS reports based on one-to-one interviews with Chief Marketing Officers from a range
of international organisations,
including Kellogg’s, Nissan,
Xerox and Coca-Cola.
Insights
from ‘The Impact of Digital on Growth Strategies: CMO Imperatives for 2012’ and
‘More than A Marketing Channel’, ‘CMOs and The Mobile Imperative’, unveiled
that CMOs feel
that understanding mobile behaviour and applying it across other platforms
results in marketing success.
Hamilton-Clark
urged marketing teams to be nimble to mobilising the path to purchase. “Mobile
consumers stand to benefit from pre-store experimentation lifestyle enablement and location services, in-store
opportunities business end activities through to mobile payments.”
He
explained that it is key to respond to real-time customer feedback, to stay
relevant with a broader group of influencers at the speed, which customers now
demand.
“Leveraging
on mobile loyalty via general marketing, apps, mobile web space, platforms and
social mobile channels will result in tangible results for marketers and most
importantly for consumers.
“The
role ‘mobile’ should be playing is as an enabler across all functions of the
business, from upstream to innovation and product development and, in others,
downstream to shopper marketing and retailing,” Hamilton-Clark concluded.
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