Why Read This
In Europe and in the US, mobile now represents, on average, more than 20% of overall traffic to websites. For some companies, including many in media, more than half of all visits come via mobile devices. In some regions such as Asia or the Middle East, mobile is already surpassing PC traffic. Marketers are integrating mobile as part of their marketing mix, but too many have not defined the metrics they'll use to measure the success of their mobile initiatives. Many lack the tools they need to deeply analyze traffic and behaviors to optimize their performance. This report of the mobile marketing playbook, originally released to clients on September 9, 2013, lays out the steps that marketing leaders must take to optimize their mobile performance and measure the effectiveness of their mobile efforts. Forrester reviews and updates this report periodically for continued relevance and accuracy; we have now revised it to include new data from Forrester's Q2 2014 Global Mobile Executive Online Survey.