Gartner Research

Mapping the Mobile Customer Decision Journey

Published: 30 August 2017

ID: G00320127

Analyst(s): Mike McGuire


Mobile marketing techniques are a critical component in customer experience strategies. Marketing leaders can use this research to identify the foundational elements needed for mobile to make a compelling contribution to improved customer experiences.

Table Of Contents
  • Key Challenges



  • CX Strategists Need a Mature Mobile Marketing Strategy to Serve Customers and Prospects Across All Channels and Devices
  • Keep the Path to Purchase and Re-engagement Open — Get and Maintain the Opt-In and Always Be Available
  • Move Customers Along the Path to Purchase by Using Analytics to Identify the Next-Best Action
  • Develop Customer Profiles With Clear Mobile Preferences — a Mobile-Aware Customer Experience Will Depend on It

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