Make Your Marketing Sing To Business Mobility Decision-Makers
Vendors Must Use Employee Roles To Identify Preferred Marketing Channels
October 5, 2009
Why Read This Report
IT professionals, business executives, and end users participate in purchasing decisions for enterprise mobility devices, middleware, services, and mobile applications. These decision-makers use online and offline channels to gather information. Top online channels are search engines (e.g., Google) and industry or professional publication Web sites. Business and IT professionals increasingly use online communities and social networks (e.g., LinkedIn). Word of mouth from peers and colleagues remains the most important offline information source, but IT execs also rely on vendor sales reps. To reach end users participating in mobile app decisions, virtual mobile app stores are the key. Successful marketing executives must consider all purchasing decision influencers and re-allocate marketing resources and messages to reach each participant, with particular focus on using social media channels.
Already a Client?
Log in to read this document.
Become a Forrester Client
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.
This report is available for individual purchase ($499 USD).Purchase
Table of Contents
- Enterprise Mobility Sales Require Input From A Lot Of Roles
- Mobile Decision-Makers Are Expanding Their Use Of Digital Media Information . . .
- . . . But They Are Not Abandoning Traditional Information Sources
- Address End Users: Don't Neglect Mobile Application Stores
- Action Items For Enterprise Mobility Technology Marketers
- Supplemental Material
- Related Research Documents
Personal Device Momentum Will Challenge Traditional Mobile Sourcing Strategies
April 11, 2011 | Brownlee Thomas, Ph.D.
Demand Insights: Enterprise Mobility 2009
July 28, 2009 | Michele Pelino
Make Smart Wireless Location Technology Decisions
June 8, 2016 | Julie A. Ask