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Aberdeen Group 

A Mobile Marketing Approach to Closed-Loop Communications 

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Published 7/31/2008 

Author: Steve Lawrence 

Steve Lawrence, Research Associate, Customer Management

Summary

Aberdeen Group

When a company engages in mobile marketing it is not focusing on increasing its sales. Instead, the organization is  trying to gain customer loyalty and improve ROMI. Companies find themselves in a position where they need to incorporate a database of marketing activities when they integrate closed-loop marketing in a mobile marketing system. This database allows the company to share information between employees.

A company that uses mobile marketing gathers customer information through customer feedback mechanisms, registration pages and surveys. This data gives marketers information about how customers reacted to specific advertisements and thus allows them to change ads according to preference.

© 2008 Aberdeen Group
All Rights Reserved

Aberdeen Group

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