Gartner Research

What the Growth in Mobile Commerce Means to Marketers

Published: 03 May 2016

ID: G00292121

Analyst(s): Mike McGuire

Summary

With mobile commerce driving nearly 22% of digital commerce revenue, mobile marketers are taking on greater responsibility for overall customer experience and engagement. This research highlights the challenges and outlines the steps marketers should take to exploit the mobile commerce opportunity.

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 revenues in light of massive consumer adoption of mobile devices
  • As digital commerce revenues "significantly increase," mobile marketing will be a key player in defining digital commerce experiences
  • Mobile's emergence as a primary engagement channel will drive increasing demand for mobile marketing analytics
  • Key Take-Aways

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