Beyond ROI: Showcasing The True Impact Of Mobile Marketing

Mobile phones are ubiquitous, but the same cannot be said for sophisticated mobile marketing strategies within organizations. It's a classic chicken-or-egg problem: Marketers can't build a strong strategy without securing executive support and budget, but they can't secure support and budget without demonstrating the past success of integrating mobile into their strategy. This report outlines how marketing leaders can articulate the benefits of a mobile program — and the costs of not going mobile — to win over key stakeholders. This is an update of a previously published report; Forrester reviews it periodically for continued relevance and accuracy. We are now revising it to include new examples and primary research.