Gartner Research

Mobile Plays a Critical Role in Your Digital Marketing Strategy

Published: 02 December 2013

ID: G00258447

Analyst(s): Jennifer Polk


Mobile is the critical connective tissue that binds online and offline experiences. Retailers should use this research to understand the role mobile should play in your digital marketing strategy.

Table Of Contents
  • Impacts


Impacts and Recommendations

  • According to Gartner, U.S. consumers are expected to buy 88 million tablets and over 160 million smartphones in 2013, with many of these consumers using devices to shop
  • Gartner's 2013 Mobile Marketing Survey showed mobile marketers are engaging audiences by focusing on tactics, like search and social media, that align with mobile consumer behavior
  • Gartner's survey found that while tactics like mobile commerce, Web, ads and location-based offers make up 60% of mobile revenue, many mobile initiatives fail, often due to low adoption

Gartner Recommended Reading

©2020 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner’s prior written permission. It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. Your access and use of this publication are governed by Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its research is produced independently by its research organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity.

Already have a Gartner Account?

Become a client

Learn how to access this content as a Gartner client.