Gartner Research

Marketing Leaders: Think Mobility — Not Mobile

Published: 15 April 2019

ID: G00378248

Analyst(s): Mike McGuire , Charles Golvin

Summary

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

Analysis

  • 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

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