Mobile is big. We all get it.

But while today’s marketers and advertisers realize that mobile marketing should be a key component of their overall marketing mix and cross-channel strategy, they face significant hurdles to do it right.

One issue is around identity. As consumers use a mobile device, they create different identifiers depending on whether they log into an app or browse more anonymously on the mobile web.

The data they create—whether it’s behaviors, preferences, or attributes—can end up in silos across channels. In fact, 85% of digital marketers say the biggest challenge to cross-channel marketing is customer data that’s spread across multiple channels.

But help is on the way. New mobile marketing innovations can help marketers and advertisers target their ideal customer and orchestrate a mobile experience that’s coordinated with other marketing channels. Mobile touches different areas of the customer lifecycle—from acquisition to retention to advocacy. Let’s walk through these innovations with that in mind.

1. Enhance Mobile Advertising and Acquisition with Smarter Data Strategy

Now you can connect identities across disparate mobile channels and devices to one person while easily building mobile audience segments using your owned proprietary data and third-party data. To target those customers with relevant advertising, you can use hundreds of pre-integrated media and ad providers so you can serve up a mobile ad on your preferred paid media providers.


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