Forrester

Why Read This Report

Mobile is becoming the new face of engagement. By 2016, smartphones and tablets will put power in the pockets of a billion business application buyers and/or users. Mobile is not simply another device for IT to support with a shrunken website or a screen-scraped SAP application. Rather, mobile is the manifestation of a much broader shift to new systems of engagement. According to Forrester Tech Marketing Navigator, Q1 2012, 38% of US enterprise C-suite executives already access vendor websites through a smartphone, while 30% use a tablet. Almost half of CIOs and 32% of IT professionals access business and technology information websites on their tablets. B2B tech marketers' content management strategy must now include mobile platforms as a routine delivery channel. Innovative marketers will create unique mobile content to take advantage of the opportunities the platforms offer to drive new revenue and enhance the customer experience to ensure renewed business in the future.