Gartner Research

Full Engagement and Real-Time Demands Drive Purchases of Mobile Marketing Platforms

Published: 20 November 2018

ID: G00361066

Analyst(s): Mike McGuire

Summary

Understanding what drives investments in mobile marketing platforms can help marketing leaders who are building or refining their mobile marketing strategies. Customer references recently surveyed shed light on the motivations for selecting — and disqualifying — vendors.

Table Of Contents

Analysis

  • Roles and Responsibilities for MMP Purchases
  • Need for Better Engagement With Customers Is a Key Motivation for Purchasing an MMP
  • Missing Functionality and a High Price Tag Eliminate Vendors From Consideration
  • Prospective MMP Buyers Expect a Strategic Partner With a Compelling Roadmap to the Future
  • What Success Looks Like: How Satisfied Marketers Are With Their MMP Investments

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