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For B2C Marketing Professionals

Organize For Mobile Marketing Success

February 15, 2017

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Why Read This Report

Instead of leveraging mobile as a way to transform the offline experience, marketing teams view mobile as a standalone channel. The result? Marketing leaders are unsure about how to organize and support their growing mobile initiatives — they're not even certain what responsibilities and talents they should allocate to mobile. This report lays out the steps that B2C marketers must take to cultivate a mobile marketing practice within their teams and collaborate effectively with the rest of the organization. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy. We revised this edition to factor in new examples and data from Forrester's H2 2016 Global Mobile Executive Online Survey.

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Table of Contents

  • Organizing For Mobile Is Increasingly Challenging
  • Focus On Strategy, Governance, And Execution
  • Develop And Infuse Mobile Expertise Across The Organization
  • What It Means

  • Mobile Will Be A Catalyst For Organizational And Cultural Changes
  • Supplemental Material
  • Related Research Documents

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