Mobile is the most personal, direct and emotional of all channels. Whilst many brands integrate mobile as another vertical channel, there is an opportunity to create a deeper, richer engagement by taking a more horizontal approach across all channels. What happens if consumers see an ad on TV, or use their device in-store?

Numbers show that brands in the UK are so far struggling to grasp this opportunity. For example, Experian’s ‘Global Data Quality Research Report’ in 2012 surveyed 300 UK organisations, and found that 40% of UK companies currently fail to collect any mobile data at all.

Consumers today are connected to the world 24/7, and this constant use of mobile devices provides brands with pervasive customer data, all of which can help them understand the changing consumer behaviour. Using the example of a consumer that performs a mobile search after seeing a TV advert, what if you could pick up where the TV advert left off and continue to tell the brand’s story on mobile ?

With insight and an understanding of consumers’ contextual behaviour, brands can actually adapt and tailor their approach so that they can be more relevant, timely and useful to consumers than ever before, thus building stronger customer relationships.

BrandEmotivity’s whitepaper on marketing to situations and contexts (below) explores the problem with mobile as a vertical channel, the advantages and challenges brands are faced with in integrating mobile horizontally, and how mobile and mobile data can work to improve brand’s CRM strategies. Or you can download it from here 0n SlideShare.