More Mobile Marketing Research Coming In 2011

If you follow the research we produce here on Forrester’s Interactive Marketing team, you’ve likely noticed that we’ve been writing a lot more about mobile as of late. With more marketers planning on piloting mobile programs next year, and with consumer mobile Internet adoption on the rise, you can expect to see even more research into the topic in 2011. 

Here's what I'm currently planning on researching and writing about:

  • Mobile strategy. We'll look at what a comprehensive mobile strategy is, how to move from experimentation to true strategizing, and the essential elements that make mobile strategies successful.
  • Mobile measurement. We'll investigate the metrics marketers currently use to measure their mobile campaigns, emerging standards, and success benchmarks.
  • Vendors. There are so many vendors developing expertise in the mobile marketing space, falling into different categories, specializing in different technologies, and offering different kinds of engagement. We'll help you make sense of your options.
  • Operations. While every company is unique in the way it organizes and budgets for channels and programs, we'll be looking for common ground in the mobile space with a view toward helping you evlolve your IM efforts to support this growing channel.
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