Gartner Research

Mobile Plays a Critical Role in Your Digital Marketing Strategy

Published: 02 December 2013

ID: G00258447

Analyst(s): Jennifer Polk

Summary

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

Analysis

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

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