Gartner Research

Marketing Leaders: Think Mobility — Not Mobile

Published: 15 April 2019

ID: G00378248

Analyst(s): Mike McGuire , Charles Golvin


Mobile marketing is a misnomer, implying a set of tactics and technologies specific to mobile as a channel. Marketing leaders focused on mobile marketing need to center their strategies on consumer mobility and the myriad forms of engagement they enable, or risk losing ground to competitors.

Table Of Contents


  • Shift Focus From Smart Devices to Smart Environments
    • What to Do Next
  • Use Data — Not Hunches — to Match Customer Mobility With the Right Offer
    • What to Do Next
  • Synchronize Mobile Marketing With Other Channels and Business Units
    • What to Do Next

Gartner Recommended Reading

©2021 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner’s prior written permission. It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. Your access and use of this publication are governed by Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its research is produced independently by its research organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity.

Already have a Gartner Account?

Become a client

Learn how to access this content as a Gartner client.