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For B2C Marketing Professionals

How Mature Is Your Mobile Strategy?

An Empowered Report

October 18, 2010

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Why Read This Report

To help consumer product strategists and executives benchmark their mobile consumer strategy, Forrester conducted a global mobile strategy maturity online survey among executives. Fifty-seven percent of the executives interviewed either do not have a mobile strategy or are just beginning to define it. Few have implemented best practices. This report shares the key results of this executive survey; we will shortly produce a mobile maturity model to help strategists improve the performance and integration of the emerging mobile platform.

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  • The Demographic Profile Of Forrester's Mobile Maturity Survey Respondents
  • Most Companies Are Just Beginning To Work On Their Mobile Strategy
  • Respondents' Primary Objectives Are To Increase Customer Engagement And Satisfaction
  • Responsibility For The Mobile Consumer Strategy Is Spread Across The Organization
  • Almost Half Of Companies Have Less Than One Full-Time Employee Working On Mobile
  • Some 70% Of Companies Plan To Increase Their Mobile Budgets In 2011
  • A Small Majority Of Companies Have Implemented Mobile Strategy Best Practices
  • Traffic Is Still The Main Metric Measured To Show Mobile Strategy/Business Success

Table of Contents

  • Mobile Strategies Are Still In The Early Stages Of Development
  • Commitment To And Resources For Mobile Are Still Limited
  • A Small Majority Of Existing Mobile Strategies Meet Basic Strategic Requirements

  • Coordinate Internally To Build A Mobile Business Case
  • Supplemental Material
  • Related Research Documents

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