Summary
Marketers are tapping into mobile messaging to drive brand awareness, product consideration, purchases, and loyalty. But too few brands execute well enough on mobile messaging to drive high conversion rates. Marketers fall short on the frequency and timing of messages as well as the content. In 2018, Forrester identified 17 attributes of successful mobile messages and campaigns. Each attribute has a four-step scale that illustrates a quality evolution from table stakes to outstanding. This report outlines five additional attributes of effective mobile marketing messages and uses the same scale.
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