Forrester Research, Inc., 60 Acorn Park Drive, Cambridge, MA 02140 USATel: +1 617.613.6000 |Fax: +1 617.613.5000 |www.forrester.com 2013 Mobile T rends For Marketers by Thomas Husson and Julie A. Ask, February 13, 2013 FOR: Interactive Marketing Professionals KEY TAKEAWAYS Advanced Ma rketers Will In tegrate Mobile Into A Multiy ear Strategic Vision Mobile plato rms will act as a c atalyst or the next generation oconnected experiences. In particular, smart apps connected to products and CRM systems will emerge. In 2013, leading marketers will anticipate the longer-term mobile disruption and shif rom tactical efforts to more transormative mobile strategies. Implementing This Strategy Requires Significant Investment And Marketing Control Mobile on the cheap is over . Implementing the complex technology to make the most omobile opportunities requires a new vision ohow to interact with customers, significant changes in cu lture and competencies across business and I, and more investment. Leading marketers will take back mobile ownership rom agencies and services vendors. It Is Still Early Days: Some Hyped Mobile Trends Will Disappoint Indoor location, cross-channel attribution, responsive design, analytics solutions, mobile “big data, ” and other mobile technologies will make progress, but they won ’t be game-changers th is year.
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8/12/2019 Forrester 2013 Mobile Trends for Marketers