Trends Report

Become Agile To Improve Your Mobile Approach

January 26th, 2016
With contributors:
Craig Le Clair , Luca Paderni , Jennifer Wise , Wei-ming Egelman , Kasia Madej


By now, most marketers have spent time and money launching branded apps, mobilizing their websites and campaigns. However, mobile is continuing to evolve extremely rapidly and is now transforming the entire customer experience, so marketers must keep up to optimize their programs and skills. This report will look at the evolution of your mobile marketing practice through the lens of Forrester's business agility framework to help you continuously improve your approach. This is an update of a previously published report; Forrester reviews and revises it periodically for continued relevance and accuracy. We are now updating it with data from Forrester's Q2 2015 Global Mobile Maturity Executive Survey and Forrester's North American Consumer Technographics Online Benchmark Survey (Part 1), 2015.

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Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.