Why Read This
Mobile is hot. As with most hot topics in technology, marketers may be tempted to adopt strategies that are a mismatch for their level of mobile marketing maturity or to create upside-down strategies focused on technology first rather than on people, objectives, and mobile moments. In addition, most marketers are still in the early stages of mobile maturity, which further complicates the strategic planning process. This report helps marketing leaders craft a strategic plan for their mobile marketing and lays out the frameworks you need to create engaging, strategically smart programs that match your level of mobile marketing maturity. This report was originally published on December 5, 2012; Forrester reviews and updates it periodically for continued relevance and accuracy. We are now updating it to include Forrester's IDEA framework and data from Forrester's North American Consumer Technographics® Online Benchmark Survey (Part 1), 2014.