Full Engagement and Real-Time Demands Drive Purchases of Mobile Marketing Platforms

Published: 20 November 2018 ID: G00361066


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Understanding what drives investments in mobile marketing platforms can help marketing leaders who are building or refining their mobile marketing strategies. Customer references recently surveyed shed light on the motivations for selecting — and disqualifying — vendors.

Table of Contents

  • Analysis
    • Roles and Responsibilities for MMP Purchases
    • Need for Better Engagement With Customers Is a Key Motivation for Purchasing an MMP
    • Missing Functionality and a High Price Tag Eliminate Vendors From Consideration
    • Prospective MMP Buyers Expect a Strategic Partner With a Compelling Roadmap to the Future
    • What Success Looks Like: How Satisfied Marketers Are With Their MMP Investments
  • Gartner Recommended Reading
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