Gartner Research

Survey Analysis: Marketers Recognize Mobile’s Effectiveness Across the Buying Journey, Yet Struggle to Reach Audiences

Published: 08 August 2018

ID: G00361061

Analyst(s): Mike McGuire

Summary

Brands’ ability to engage customers via mobile tactics by bridging online and offline experiences has reached new heights. But with mounting privacy concerns, marketing leaders focused on mobile must focus on providing value in exchange for the data required for meaningful, event-triggered moments.

Table Of Contents

Survey Objective

Data Insights

  • Marketing Leaders Rank Mobile as a Top Channel for Engagement Across the Buying Journey
  • Mature Marketers Use an Average of 10 Mobile Tactics
  • As Location-Based Engagement Tactics Mature, Marketers Risk Underplaying Consumers’ Privacy Concerns
  • Methodology

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