Gartner Research

Align Your Mobile Advertising to Your Mobile Marketing Type

Published: 29 March 2017

ID: G00326319

Analyst(s): Bryan Yeager , Charles Golvin

Summary

Mobile-centric and mobile-extender marketers have distinct requirements for their mobile advertising efforts. Marketing leaders must align their mobile advertising investments with their mobile strategy to maximize ROI.

Table Of Contents
  • Key Challenges

Introduction

Analysis

  • Construct a Mobile Advertising Foundation on Providers That Offer the Greatest Insight Into Customer Context: Google and Facebook
    • Beyond Facebook and Google
  • Define Goals and Track Key Metrics to Capture Mobile Advertising's Contribution to Conversion and Acquisition
  • Design Mobile Advertising Content— in Particular, the Target of the Call to Action — for Mobile Screens and Experiences
    • Connect Mobile Ad Campaigns to Other Marketing Initiatives
    • Focus Creative Energy on Tailoring Video for Mobile

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