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For B2C Marketing Professionals

Beyond ROI: Showcasing The True Impact Of Mobile Marketing

March 22, 2016

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Why Read This Report

Mobile phones are ubiquitous, but the same cannot be said for sophisticated mobile marketing strategies within organizations. It's a classic chicken-or-egg problem: Marketers can't build a strong strategy without securing executive support and budget, but they can't secure support and budget without demonstrating the past success of integrating mobile into their strategy. This report outlines how marketing leaders can articulate the benefits of a mobile program — and the costs of not going mobile — to win over key stakeholders. This is an update of a previously published report; Forrester reviews it periodically for continued relevance and accuracy. We are now revising it to include new examples and primary research.

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Table of Contents

  • Most Marketers Struggle To Demonstrate The ROI Of Mobile
  • The True Impact Of Mobile Marketing Goes Way Beyond Direct ROI
  • It's A Steep Climb: Prepare To Build An Enterprise Business Case
  • Recommendations

  • Tailor The Business Case To Your Objective And Organization
  • Supplemental Material
  • Related Research Documents

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