Why Read This
This report provides a road map for marketing leaders who are responsible for mobile marketing. As consumer mobile adoption balloons and hardware, software, and interfaces evolve, marketing leaders must keep up with an exciting — but complicated — landscape in which mobile eventually becomes the "connective tissue" that bridges marketers' online and offline consumer touchpoints. This report helps you mature your mobile marketing practices steadily and efficiently through the phases of mobile maturity to make the most of relationships with today's always addressable customers. This report is an update to the report of the same title originally published on March 3, 2011; Forrester reviews and updates it periodically for continued relevance and accuracy, most recently in December 2012. We have now updated the report once again with new marketer and device adoption data and marketing examples.