Gartner Research

Avoid the Shiny-Object Syndrome in Your Mobile Marketing Strategy

Published: 28 February 2013

ID: G00249469

Analyst(s): Jake Sorofman

Summary

First-generation tactical experiments are giving way to more mature thinking about mobile strategy and holistic multichannel brand experiences. Gartner offers a framework for assessing how mobile tactics align with your business goals and marketing plans.

Table Of Contents
  • Key Challenges

Introduction

Analysis

  • Profile Mobile Usage Patterns and Develop Customer Personas
  • Align Mobile Tactics to Personas, Acquisition Life Cycle and Business Goals
  • Identify and Exploit the Low-Hanging Mobile Opportunities
  • Envision Integrated Brand Experiences

Case Study

  • Coca-Cola's "Move to the Beat" Campaign

Recommended Reading

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