Forrester

Why Read This Report

After a record year for mobile marketing spend and success, mobile has finally arrived as a legitimate marketing medium. In 2011, Forrester predicts that marketers will take the training wheels off mobile programs and start investing in cohesive mobile marketing strategies. Designated interactive marketers will become the first set of true mobile marketers, creating specific mobile search and display media buying plans, while scrutinizing one-offs like campaign-based apps will for providing additive business value. Location-aware services will remain in testing as the market continues to innovate and marketers find value propositions that drive more consumer adoption. Despite increasing activity and more strategic spending, inconsistent data and analytics will plague mobile marketers hoping to make a business case for testing emerging opportunities.