Gartner Research

How Mobile Will Affect IT Leaders Supporting Marketing Technologies

Published: 23 May 2014

ID: G00264061

Analyst(s): Kimberly Collins

Summary

Mobile is effecting marketing in four areas: location-based marketing, consumer-style mobile apps, integration with sales applications and access to marketing app functionality. IT leaders must be in front of demand to support marketing departments with leading-edge technology.

Table Of Contents
  • Impacts

Analysis

Impacts and Recommendations

  • Location-based or context-aware marketing will require IT leaders to integrate with campaign management and evaluate security and privacy capabilities
  • Consumer mobile applications for marketing require development skills and ongoing support from IT leaders
  • Delivering rich-media content on mobile sales devices will require IT leaders to integrate between marketing resource management and sales applications
  • IT leaders need to evaluate mobile access to marketing applications as a user requirement
  • Mobile technology developments will require IT leaders to educate marketing on mobile IT

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