Gartner Research

Avoid the Shiny-Object Syndrome in Your Mobile Marketing Strategy

Published: 17 September 2014

ID: G00270163

Analyst(s): Jake Sorofman


First-generation tactical experiments are giving way to more-mature thinking about mobile strategy and holistic multichannel brand experiences. Gartner offers a framework for assessing how mobile tactics align with your business goals and marketing plans.

Table Of Contents
  • Key Challenges



  • Profile Mobile Usage Patterns and Develop Customer Personas
  • Align Mobile Tactics to Personas, Acquisition Life Cycle and Business Goals
  • Identify and Exploit the Low-Hanging Mobile Opportunities
  • Envision Integrated Brand Experiences

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