Summary
Mobile is hot. As is the case with most hot technologies, marketers often adopt strategies that are aggressive for their level of mobile marketing maturity and prioritize the seductive technology over their audiences' behaviors or their own objectives. This report helps B2C marketers avoid these pitfalls by providing the frameworks needed to create engaging, strategically smart programs that match your organization's mobile marketing maturity. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy.
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