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For B2C Marketing Professionals

The Path To Mobile Marketing Mastery

Executive Overview: The Mobile Marketing Playbook

March 23, 2016


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This is the Executive Overview in The Mobile Marketing Playbook For 2017.

Why Read This Playbook

Many marketers realize customers are mobile-dominant today, but few recognize the bigger picture: the ballooning numbers of customers who have undergone what Forrester calls the mobile mind shift — the expectation that I can get whatever I want in my immediate context and moments of need. The mobile marketing playbook reveals just how mobile-minded consumers are and lays out a clear path for B2C marketers to effectively win, serve, and retain these customers, from building a business case to crafting an effective strategy to measuring outcomes. This is an update of a previously published report; Forrester reviews and revises it periodically for continued relevance and accuracy.

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Table of Contents

  • Connect With Customers In Their Mobile Moments
  • How This Playbook Guides Great Mobile Marketing
  • Supplemental Material
  • Related Research Documents

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