Gartner Research

What the Growth in Mobile Commerce Means to Marketers

Published: 21 August 2014

ID: G00266100

Analyst(s): Mike McGuire

Summary

With mobile commerce driving nearly 22% of digital commerce revenue, mobile marketers are taking on greater responsibility for the overall customer experience and engagement.

Table Of Contents
  • Impacts

Analysis

Impacts and Recommendations

  • Mobile marketing initiatives will take on a new strategic urgency as companies look to increase mobile commerce's contribution to digital commerce revenue in light of massive consumer adoption of mobile devices
  • With nearly half of marketers surveyed believing digital commerce revenue will "significantly increase," expect mobile marketing to be a key player in defining digital commerce experiences
  • Mobile's emergence as a primary engagement channel for marketers will drive increasing demand for mobile marketing analytics
  • The Key Take-Aways

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?

Purchase this Document

To purchase this document, you will need to register or sign in above

Become a client

Learn how to access this content as a Gartner client.