For customer insights professionals, embracing the mobile mind shift is a business imperative in the age of the customer. Mobile push and in-app communications are top growth channels for marketers, along with social media (which also leverages mobile touchpoints). A 2014 Forrester survey shows only 21% of marketers leverage mobile apps today, but another 50% expect to support mobile app functionality in the next two years. That’s in addition to the 50% who are already leveraging mobile for SMS or MMS and the 29% who have plans to add mobile messaging to their strategies.

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