Attracting sales with mobile marketing is only part of the picture, as deeper customer engagement and service are key to businesses reaping the benefits of mobile marketing, experts note. "Very often after a mobile-induced sale is made, there isn't any brand or customer relation follow up. Businesses must look into mobile tools that look after the customer, especially after a completed sale," said Chloé Marchand, commercial director of Air France KLM Singapore Indonesia Australia New Zealand.

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