The process of creating, maintaining and updating mobile campaigns is overly-complicated, by most accounts, and it tends to be a frustrating endeavor for marketers. Marketers want simplicity. With the exception of campaigns that rely solely on text messaging, engaging with consumers through the mobile channel is anything but simple. In most cases, mobile marketing initiatives are expensive and labor-intensive. They are plagued with lengthy development cycles and a lack of flexibility once the campaigns are deployed.

This Deep Dive analyst report explores the role that Agile Mobile Apps can play in helping brands formulate a long-term mobile strategy and foster long-term customer relationships. It also explores the concept of Mobile Relationship Management and the reasons that Top Performers are coming to view it as a strategic imperative.