Rise in Mobile Commerce Fuels Demand for Omnichannel Service

Rise in Mobile Commerce Fuels Demand for Omnichannel Service

By Richard Adhikari

Aug 30, 2017 2:49 PM PT


Omnichannel support and communications are becoming essential for brands, as consumers’ increasing use of mobile devices to make purchases and access content fuels their demand to be able to connect with companies or customer service when and how they want.

However, brands lack the necessary expertise and infrastructure, and are turning to mobile network operators, or MNOs, to acquire omnichannel capabilities, suggests data gathered by the
CMO Council.

The organization considered the survey responses of marketing leaders, along with interviews with senior marketers at various major companies, plus comments from a CMO roundtable at the Mobile World Congress held in Barcelona earlier this year, to reach its conclusions.

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