Sixty-seven percent of interactive marketers are currently using mobile or are planning to start using it in the next year, according to our Q2 global executive survey. That’s great news! But before we celebrate mobile finally coming into its own, we have to acknowledge that mobile is still a new channel with a learning curve that needs to be traversed before it becomes a fully integrated part of brands’ marketing programs.

Here’s some more good news: you know those playbooks you’ve been hearing so much about? We’ve just released one for mobile marketing to help you develop your mobile marketing skills and practices, step-by-step, from the ground up. In this playbook, we’ll help you:

  1. Discover just how important the rise of the always addressable customer is to the development of mobile in our vision module. You’ll learn how to pick the best partners to help you achieve your goals out of a vast landscape of agencies and service providers. And in the coming month, you’ll find out how successful mobile marketers built a business case to secure budget and resources for their programs.
  2. Plan your growth into a full-fledged mobile marketer, starting with an assessment of your mobile maturity. Then you’ll learn how to develop a maturity-based mobile strategy in our strategic plan modul; and which steps you need to take to grow your maturity from one stage to the next in our road map module.
  3. Act on your plans by shaping your organization for mobile success (coming soon) and mastering mobile best practices in our processes module. And later, you’ll learn more about all the tools and tactics that make up the wide field of mobile marketing in the tools and technologies module.
  4. Optimize your mobile marketing practices by learning how and what to measure. You’ll learn how to set benchmarks and get a peek at some of the benchmarks other marketers have set for themselves. And you’ll see how to turn these performance measures into action to keep improving your mobile marketing programs in the future. (These reports coming soon.)

There’s a lot of content in this playbook, but that’s exactly the point: We hope this will be a comprehensive resource for marketers, whether you’re just starting out in mobile or are actively maturing your practices. To ease into the playbook, we’ve created an executive overview, which is a great place to start. 

Building this research has been, and will continue to be, a challenge and a pleasure. We hope you find it useful, and if you have feedback or would like to participate in any of the upcoming reports, please get in touch.