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For B2C Marketing Professionals

Craft A Maturity-Based Mobile Strategy

March 28, 2016

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This is the Strategic Plan report in The Mobile Marketing Playbook For 2016.

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Why Read This Report

Mobile is hot. As is the case with most hot technologies, marketers often adopt strategies that are aggressive for their level of mobile marketing maturity and prioritize the seductive technology over their audiences' behaviors or their own objectives. This report helps B2C marketers avoid these pitfalls by providing the frameworks needed to create engaging, strategically smart programs that match your organization's mobile marketing maturity. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy.

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Timely and relevant, Forrester's RoleView research aligns to 13 leadership roles across business and technology management. Our expertise in customer experience, mobile, digital business, and big data will help your teams win in the age of the customer. Contact us to learn more.

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Table of Contents

  • Your Maturity Dictates The Best Approach To Mobile Marketing
  • Shrink And Squeeze: Mobilize Your Existing Program
  • Mobile-First: Use The POST Method For Strategic Planning
  • CX Transformation And Business Disruption: Drive Value With IDEA
  • Supplemental Material
  • Related Research Documents

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