By Optism Team, Aug 31, 2011
Check out Part Two of Peggy Anne Salz's podcasted interview with Ogilvy's Rory Sutherland on MobileGroove. Sutherland talks about why he believes “the proper way to measure the importance (and effectiveness) of mobile in the marketing mix is not to look at spend.” What's really important, Sutherland says, is that the marketing “produce a human reaction which leads to some form of behavior change.” With mobile marketing, the ideal behavior to strive for is customer engagement. Sutherland explores this idea in this week's podcast and provides examples of how mobile has been used to encourage customer feedback and enhance customer service.
If you missed it last week, you might want to start with Part One of the podcast, in which Sutherland and Peggy talk about the things mobile is “spectacularly good” at and how companies can take full advantage of mobile marketing's unique capabilities.