In the last few years, the explosion of mobile devices and services has meant that users now see the smartphone as an essential tool for everyday life.
According to the Deloitte 2015 report, 40 per cent of UK adults have now made a mobile commerce purchase with their phone; while 59 per cent have used their mobiles for browsing. Similar reports suggest this momentum shows little sign of slowing. If they’re not doing so already, brands must re-think how they incorporate mobile marketing into their customer engagement strategy. They must think about how mobile plays a key role in the customer purchasing journey – using the right channel, at the right time, with the right offer.
