Gartner Research

Mobile Marketing Primer for 2016

Published: 25 January 2016

ID: G00293091

Analyst(s): Mike McGuire , Charles Golvin , Adam Sarner


Mobile marketing promises to engage audiences at any time and virtually any place. Marketers can use this primer to understand how Gartner research helps build a mobile marketing team, develop a connected strategy and invest in the right tools.

Table Of Contents



  • Top Challenges and How Gartner Can Help
    • How do I ground my organization and my mobile marketing strategies in mobile marketing analytics?
    • How do I extend our brand-value proposition with our mobile marketing efforts?
    • How do I avoid creating a "mobile marketing island" within the marketing team?
    • What are the best metrics to use in designing programs, developing real-time engagements and measuring the effectiveness of my mobile marketing program?

Related Priorities

  • Suggested First Steps
  • Essential Reading

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