Why Read This
Mobile's share of web traffic is accelerating dramatically and now is over 40% in several countries. 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 lays out the steps that marketing leaders must take to measure the effectiveness of their mobile efforts and ultimately optimize their mobile performance. Forrester reviews and updates this report periodically for continued relevance and accuracy; we have now revised it to include new data from Forrester's Q3 2015 Global Mobile Executive Online Survey.