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This is the Landscape report in The Mobile Marketing Playbook.

For Marketing Leadership Professionals

Navigate The Mobile Opportunity With Strategic Partnerships

January 18, 2013

By Melissa Parrish, Jennifer Wise with David Truog, Elizabeth Komar

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Why Read This Report

This report for interactive marketers describes the mobile marketing landscape. Interactive marketers are finally beginning to take mobile seriously — and discovering how different and more complex it is than the terrain they're accustomed to. This has a simple meaning for marketers trying to navigate the mobile landscape: You need help with understanding the new kind of relationship with customers that mobile requires, and you need help developing expertise about mobile marketing overall. Why not just dive right in and try to learn as you go? Because if you launch a mobile campaign before you've honed your skills, you run the risk of wallowing in experimentation rather than seizing the opportunity to grow your marketing practice. To avoid this quagmire, choose the right partners to ensure that your mobile programs are strategic — not just experimental. (This report updates and adds to the November 18, 2011, "How To Grow Your Mobile Campaign Expertise" report.)
Tags: Advertising, Advertising Agencies, Consumer Mobile Activities, Consumer Mobile Adoption, Consumer Mobile Devices, Emerging Methods, Interactive Marketing Strategy and Process, Marketing & Strategy, Marketing Methods, Media Mix, Mobile Advertising, Mobile Marketing, Mobile Search , Search Marketing
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TABLE OF CONTENTS

  • Mobile Phones: The Way To Reach The Always Addressable Customer
  • A Booming Vendor Landscape Offers Partners Suited To Your Needs

  • RECOMMENDATIONS

    Choose An Agency Partner To Develop Your Own Strategic Expertise
  • Supplemental Material
  • Related Research Documents
 
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