Forrester - The Path to Mobile Marketing Mastery

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Information about Forrester - The Path to Mobile Marketing Mastery
Business & Mgmt

Published on March 5, 2014

Author: digitalinsurance


For Interactive Marketing Professionals December 26, 2012 The Path To Mobile Marketing Mastery Executive Overview: The Mobile Marketing Playbook by David Truog with Melissa Parrish and Sarah Takvorian Why USE This Playbook Many marketers realize that more and more customers are mobile-dominant, but few recognize the bigger picture: the ballooning numbers of what Forrester calls always addressable customers — people who use at least three Internet-connected devices in multiple places several times a day. Already, 38% of US online adults are part of this tidal wave, and it’s swelling fast. This playbook reveals how fast and lays out a clear path for interactive marketers to effectively attract and retain these customers — from building a solid business justification and crafting a strategy that fits your level of mobile marketing maturity to turning your plan into reality and measuring your outcomes. The result: a solid path to mobile marketing mastery to effectively reach the always addressable customer. Connect With The ALways Addressable Customer For Mobile Success Marketers know that their brands must meet consumers where they’re at, which increasingly means on a mobile device — not on a laptop or desktop computer. But a bigger shift is underway: ■ Customers are rapidly becoming always addressable. Thirty-eight percent of US online adults are already what Forrester calls always addressable customers — by which we mean that they own and personally use at least three connected devices, access the Internet multiple times per day, and go online from multiple physical locations, at least one of which is on the go.1 Among younger customers, the numbers are even higher, and they’re growing fast. ■ The trend multiplies chances for marketers to succeed — but also to fail. As more and more people reach this ultra-connected state of being always addressable, it can be tempting to see this as an opportunity to try to grab their attention in more places, at more times, and on more devices. But don’t overdo it: Popping up at every moment you can will backfire and turn out worse than not connecting at all. ■ Marketers must take a judicious approach to reach the ultra-connected. To effectively acquire and retain this new breed of customer, evolve toward a more sophisticated approach to marketing: Factor in consumers’ behaviors and expectations along with the possibilities afforded by new technologies. And most important: Remember that just because there are now so many more tactics you can use doesn’t mean you should use them. Headquarters Forrester Research, Inc., 60 Acorn Park Drive, Cambridge, MA, 02140 USA Tel: +1 617.613.6000 • Fax: +1 617.613.5000 •

For Interactive Marketing Professionals 2 The Path To Mobile Marketing Mastery How To Evolve Your Mobile Marketing From Mystery To Mastery Slapping together a mobile website — or any other mobile tactic, each of which should be only a sliver of your mobile strategy — is no big deal in itself. Getting it right is the hard part. What should a mobile website do, for example, and what about other tactics, from SMS to apps? And who are you trying to reach in the first place? Where, when, and for what? To answer these questions and make the transition from where you stand now to where you know you ought to be: ■ Assess your organization’s mobile maturity and craft your strategy to suit. Are you a novice, an experimenter, a practitioner, or a leader at mobile marketing? Figure out how your organization stacks up against Forrester’s definitions of each of these levels of maturity. The benefit: You’ll be able to select the right way to go about crafting your strategic plan rather than risk overreaching and stumbling as a result. ■ Know how to select mobile marketing partners effectively. Choose agency partners with expertise in four crucial disciplines — strategy, creative, execution, and measurement — on the basis of careful research. Why? Because if you either try to do it all in-house or jump into agency relationships without careful consideration, you most likely won’t get beyond primitive efforts — and always addressable customers will recede even more from your reach. ■ Understand how to connect with always addressable customers. Think through and apply the four components of Forrester’s addressability framework: people, context, needs, and technology. The framework will ensure that you can reach and engage this new breed of customer effectively. How This Playbook Guides Great Mobile Marketing Forrester’ mobile marketing playbook lights a path from where you are now to where you need to be: meeting the needs of the always addressable customer. The playbook organizes these resources into twelve modules spanning four phases (see Figure 1):2 1. Discover: Know mobile’s present and future and how to make the case for investing. Start by gaining an understanding of Forrester’s vision of mobile marketing for interactive marketing professionals. Then learn about the landscape of partners available to help you get there and understand how to justify making the investments required. 2. Plan: Gauge your mobile maturity, craft a strategy that fits it, and plot your course. Don’t jump too far ahead of your current level of experience and expertise all at once. Instead, assess where you stand now so you can conceive and lay out your path toward greater mobile marketing effectiveness — but one that corresponds well to what’s realistic on your way to increasing levels of sophistication. © 2012, Forrester Research, Inc. Reproduction Prohibited December 26, 2012

For Interactive Marketing Professionals 3 The Path To Mobile Marketing Mastery 3. Act: Allocate staff well, follow best practices, and know the technologies at your disposal. Understand how best to array the people you need for mobile success and apply the three key principles of immediacy, simplicity, and context to all your mobile efforts. And do so with the knowledge you need about the tools and tactics best suited to mobile marketing. 4. Optimize: Measure your efforts, know how to compare them with others’, and refine. Use the right metrics for determining how well your mobile marketing is going, and understand how to evaluate it against what other marketers are doing. Finally, make sure you don’t drop the ball on continuously looking for — and executing on — ways to improve your mobile marketing initiatives. Figure 1 The Mobile Marketing Playbook DISCOVER PLAN ACT OPTIMIZE Vision Assessment Organization Performance Management Landscape Strategic Plan Processes Benchmarks Business Case Road Map Tools And Technology Continuous Improvement 81301 Source: Forrester Research, Inc. Endnotes This trend is so new that Forrester did not begin collecting the data about it until 2011. To learn more, see the September 26, 2012, “The Always Addressable Customer” report. 1 2 Please continue to refer back to this online document to see the associated reports in the playbook. See the December 26, 2012, “The Path To Mobile Marketing Mastery” report. Forrester Research, Inc. (Nasdaq: FORR) is an independent research company that provides pragmatic and forward-thinking advice to global leaders in business and technology. Forrester works with professionals in 17 key roles at major companies providing proprietary research, customer insight, consulting, events, and peer-to-peer executive programs. For more than 29 years, Forrester has been making IT, marketing, and technology industry leaders successful every day. For more information, visit © 2012 Forrester Research, Inc. All rights reserved. Forrester, Forrester Wave, RoleView, Technographics, TechRankings, and Total Economic Impact are trademarks of Forrester Research, Inc. All other trademarks are the property of their respective owners. Reproduction or sharing of this content in any form without prior written permission is strictly prohibited. To purchase reprints of this document, please email For additional reproduction and usage information, see Forrester’s Citation Policy 81301 located at Information is based on best available resources. Opinions reflect judgment at the time and are subject to change.

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