Gartner Research

Digital Channel Survey Analysis: Mobile Marketing

Published: 30 August 2016

ID: G00302789

Analyst(s): Mike McGuire , Charles Golvin


"Cautious and conservative" describe the average mobile marketing team in North America. Our research finds that creating mobile extensions of established online engagements characterizes the majority of mobile marketers' efforts.

Table Of Contents

Survey Objective

Data Insights

  • Key Finding No. 1: Mobile extensions of mature desktop practices dominate mobile marketing techniques for the majority of organizations Gartner surveyed
  • Key Finding No. 2: More automatic adaptations are done for mobile advertising than for other mobile marketing activities
  • Key Finding No. 3: Mobile marketing is typically a shared responsibility among multiple members of a marketing team at most companies; dedicated mobile teams or solely devoted mobile executives are rare
  • Key Finding No. 4: Mobile extensions of desktop tactics dominate current investments — more active and personalized engagement techniques are on the horizon
  • Key Finding No. 5: Mobile tracking and attribution will have a more positive effect on mobile marketing than "mobile first" development techniques
  • Key Finding No. 6: Customer/Opt-in lists, funding, showing business value and privacy/security are the biggest obstacles to more-integrated mobile marketing efforts
  • Methodology

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