Why Read This
This report highlights the key principles of mobile experience that marketing leaders must weave into the process of crafting mobile marketing strategies. As more people own smartphones than ever before and use them more often, a mobile marketing strategy is crucial for any marketer. But to be successful, marketers must, at each phase of mobile marketing maturity, hew to the three key principles of immediacy, simplicity, and context. This report was originally released to clients in December 2012; Forrester reviews and updates it periodically for continued relevance and accuracy, most recently in January 2013. We are now updating it once again with new examples and recommendations.