Organize For Mobile Marketing Success

February 15th, 2017

Thomas Husson Vice President, Principal Analyst

With contributors:

Brigitte Majewski , Julie Ask , Jennifer Wise , Cody White , Kasia Madej , Laura Glazer

Summary

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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