Gartner Research

Revisit Your Mobile Marketing Strategy for 2018

Published: 27 February 2018

ID: G00347452

Analyst(s): Charles Golvin


Marketing leaders across industries and business models remain divided in their approach to mobile strategy. Those with a mobile-centric approach see its dividends as they find mobile is more effective across the buying journey; mobile-extenders reap its benefits as a complement to other channels.

Table Of Contents


  • Mobile Strategies Vary by Industry, Revenue and Business Model
    • Strategies Are Distributed Across Industries …
    • … and Across Company Size and Business Model
  • Mobile Strategies Correlate to Perceived Efficacy of the Channel
  • Mobile-Centrics Embrace Attribution
  • Mobile-Extenders Are Diversifying Their Efforts

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