Gartner Research

The Gartner Risk Treatment Model for Mobile Marketing

Published: 19 December 2014

ID: G00260039

Analyst(s): Paul Proctor , Mike McGuire


For digital and mobile marketers, failing to analyze mobile marketing risk will result in missed opportunity and/or unacceptable risk to the business. Risk management is a mature discipline that can be applied to determine how much mobile marketing risk is acceptable.

Table Of Contents
  • Key Challenges


  • Introducing the Gartner Risk Treatment Model
    • New Challenges Require a New Model


  • Use the Gartner Risk Treatment Model for Managing Mobile Marketing Risk
  • Mobile Marketing Risk Categories
  • Follow the Six-Step Process for a Risk-Adjusted Marketing Approach
  • Example for Mobile Marketing — Push Notification
  • Accepting Mobile Marketing Risk Is OK

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