For Interactive Marketing Professionals

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	August 6, 2009 (updated August 11, 2009) Best Practices: Mobile Marketing As Mobile Campaigns Spread, Plan And Measure Them Appropriately by Neil Strother with Josh Bernoff, Zach Hofer-Shall, Emily Bowen

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Executive Summary

Mobile marketing is gaining momentum, even in a down economy. One in four US interactive marketers is currently using mobile, and nearly half of these (47%) will increase mobile spending this year. Even with marketers using a wide variety of tactics, three out of four consumers with mobile phones have yet to see an ad. Best practices for mobile marketing: 1) Identify your target audience's mobile habits; 2) master the tools of mobile to get up to speed; 3) execute simple campaigns to start; and 4) adapt to evolving measurement standards. Even as marketers master these skills, they'll face new challenges like how to reach a mobile audience that may become fatigued by the amount of pitches.

TABLE OF CONTENTS

• Marketers Gain Confidence In Mobile As Consumers Gradually Respond
• Best Practices For Mobile Marketing: Plan, Execute, And Measure
• Best Practice No. 1: Identify Your Customers' Mobile Habits And Align Objectives
• Best Practice No. 2: Master The Tools To Execute Successfully In Mobile
• Best Practice No. 3: Execute Relevant Campaigns; Integrate With Other Channels
• Best Practice No. 4: Adapt To Evolving Measurement Standards
• Forrester's Mobile Marketing Next Practices
• Mobile Will Spawn More Creative Marketing Ideas, But Prepare For Overload
• Identifying Your Challenges
• Case Studies
• Supplemental Material
• Related Research Documents

This is an excerpt

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