Gartner Research

The Pendulum Swings as Mobile Marketers Return to the Basics Under Consolidated In-House Control

Published: 01 November 2013

ID: G00258764

Analyst(s): Jake Sorofman


Gartner's 2013 Mobile Marketing Survey reveals that despite prevailing evidence to the contrary, in-house resources now dominate mobile marketing initiatives. It's a migration that follows a return to the basics. This research illustrates what this means for mobile marketers.

Table Of Contents
  • Impacts


Impacts and Recommendations

  • With mixed results in first-generation initiatives, mobile marketers return to the basic building blocks to meet customers on the buying journey
  • For mobile marketers, a return to the foundations and recognition of mobile's strategic importance signal a consolidation of control under in-house resources

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