Gartner Research

Think Mobility — Not Mobile

Published: 26 July 2017

ID: G00325091

Analyst(s): Mike McGuire , Charles Golvin

Summary

Mobile marketing is a misnomer, implying a set of tactics and technologies specific to mobile as a channel. Marketing leaders focused on mobile marketing need to center their strategies on consumer mobility and the myriad forms of engagement it enables, lest they risk losing ground to competitors.

Table Of Contents

Analysis

  • Shift Focus From Smart Devices to Smart Environments: IoT and Mobile Marketers
    • What to Do Next
  • Use Data — Not Hunches — to Match Customer Mobility With the Right Offer
    • What to Do Next
  • Synchronize Mobile Marketing With Other Channels and Business Units: Connect the Connected Marketing Effort
    • What to Do Next

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