Gartner Research

Mapping the Mobile Customer Decision Journey

Published: 28 May 2015

ID: G00272181

Analyst(s): Mike McGuire


Mobile marketing is emerging as a critical component in customer experience strategies. Mobile marketers can use this research to identify the foundational elements needed for mobile to make a compelling contribution to improved customer experiences.

Table Of Contents
  • Key Challenges



  • Customer experience strategists must serve customers and prospects across all channels and virtually any device — a demand that requires a mature mobile marketing strategy
  • Ensure that you can deliver a persistently connected experience that will drive expectations for relevant real-time offers — consumers want control over real-time, location-enabled offers
  • Develop customer profiles with clear mobile preferences — a mobile-aware customer experience will depend on it

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