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This is the Processes report in The Mobile Marketing Playbook.

For Marketing Leadership Professionals

Understand Immediacy, Simplicity, And Context

January 18, 2013

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

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Why Read This Report

This report highlights the key principles of mobile experience that interactive marketers must weave into the process of crafting mobile marketing strategies. More people own smartphones than ever before, and they're using them more often. This makes a mobile marketing strategy crucial for any interactive marketer. But to be successful, marketers must, at each phase of mobile marketing maturity, hew to the three key principles of immediacy, simplicity, and context. (This is an update of Forrester's February 7, 2012, "Mobile Marketing: Three Principles For Success" report.)
Tags: Brand Tactics, Consumer Mobile Activities, Consumer Mobile Devices, eCommerce, Emerging Media, Emerging Methods, Interactive Marketing Strategy and Process, Media Mix, Mobile Advertising, Mobile Channel for Consumers, Mobile Marketing
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TABLE OF CONTENTS

  • Design The Principles Of Mobile Experience Into Your Mobile Marketing
  • Your Mobile Maturity Level Dictates How To Apply The Principles

  • RECOMMENDATIONS

    Apply The Principles With Help From The Right Partners
  • Supplemental Material
  • Related Research Documents
 
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