Gartner Research

Maturity Model Progression — Move Mobile Marketing From the Periphery to the Center of Your Marketing Strategy

Published: 05 July 2017

ID: G00320125

Analyst(s): Mike McGuire

Summary

Moving from Stage 2 to Stage 4 in Gartner's maturity model has marketing leaders focused on mobile marketing moving their nascent efforts to proven capabilities at the core of marketing strategies.

Table Of Contents
  • Key Challenges

Introduction

Analysis

  • Level 2-3: Building the Strategic and Operational Identity for Mobile Marketing
    • Track, Test and Refine: The Strategic and Operational Pillars
    • Find an Evangelist and Establish Budget Approach and Budgets, Develop Technique and Tools
    • Level 3-4: Use the "Buy-Own-Advocate" Model to Solidify Mobile Marketing's Ability to Support Any Stage of the Customer Relationship
  • The Last Step to Level 4 Transition: Identifying and Adopting New Technologies and Techniques
    • Early-Stage Evaluation — Not Final Purchase

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