Why Read This
Customers are in the midst of a mobile mind shift. As a result of their perpetual mobile connections, their expectations have changed. They're not interested in your messaging and logos. They want utility, and they want it now. In the world of the mobile mind shift, customers expect to get whatever information or services they want in their immediate context and moments of need. Mobile applications are crucial in this world, as they allow you to create relationships with customers who are outside the reach of traditional marketing. Your strategy will be different depending on the frequency of your customers' brand experiences and the quality with which you deliver those experiences. This report of the mobile marketing playbook introduces Forrester's vision of mobile marketing for marketing leaders and provides specific strategic recommendations for brands dealing with demanding mobile customers. This is an update of a previously published report; Forrester reviews and revises it periodically for continued relevance and accuracy. We are now updating it to include new examples and methodologies.