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For B2C Marketing Professionals

Best Practices: Mobile Marketing

As Mobile Campaigns Spread, Plan And Measure Them Appropriately

August 6, 2009


  • By Neil Strother
  • with Josh Bernoff,
  • Zach Hofer-Shall,
  • Emily Bowen

Why Read This Report

Mobile marketing is gaining momentum, even in a down economy. One in four US interactive marketers is currently using mobile, and nearly half of these (47%) will increase mobile spending this year. Even with marketers using a wide variety of tactics, three out of four consumers with mobile phones have yet to see an ad. Best practices for mobile marketing: 1) Identify your target audience's mobile habits; 2) master the tools of mobile to get up to speed; 3) execute simple campaigns to start; and 4) adapt to evolving measurement standards. Even as marketers master these skills, they'll face new challenges like how to reach a mobile audience that may become fatigued by the amount of pitches.

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Table of Contents

  • Marketers Gain Confidence In Mobile As Consumers Gradually Respond
  • Best Practices For Mobile Marketing: Plan, Execute, And Measure
  • Best Practice No. 1: Identify Your Customers' Mobile Habits And Align Objectives
  • Best Practice No. 2: Master The Tools To Execute Successfully In Mobile
  • Best Practice No. 3: Execute Relevant Campaigns; Integrate With Other Channels
  • Best Practice No. 4: Adapt To Evolving Measurement Standards
  • Forrester's Mobile Marketing Next Practices
  • Mobile Will Spawn More Creative Marketing Ideas, But Prepare For Overload
  • Identifying Your Challenges
  • Case Studies
  • Supplemental Material
  • Related Research Documents