Gartner Research

Survey Analysis: Mature Multichannel Marketers Prioritize Mobile Investment, Activation and Data

Published: 12 December 2017

ID: G00343911

Analyst(s): Mike McGuire

Summary

Marketing leaders who consider their multichannel efforts very mature put mobile marketing at the core of their strategies and tactics. The results show a recognition of mobile's contribution at all stages of the buying journey and the unique contextual data it delivers.

Table Of Contents

Survey Objective

Data Insights

  • Mature Multichannel Marketers Are Distinguished by the Diversity of Mobile Tactics They Use
    • Recommendations
  • Mobile Is Effective Throughout the Buying Journey
    • Recommendation
  • Expert Multichannel Marketers Allocate More of Their Marketing Budgets to Mobile Than Their Less Mature Peers
    • Recommendation
  • Expert Multichannel Marketers With Heavy Mobile Investments Will Be Better Positioned to Address Top Challenges
    • Recommendations
  • Methodology
  • Definitions

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