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.

And finally . . .

  • Case studies. Examples are key in all of our reports, and we're interested in doing even more targeted and extensive case studies of mobile success -- so we want to hear all about yours! If you launched or are piloting a mobile program -- it can be comprehensive or bite-sized, everything from just display or just search to a multi-mobile-touchpoint campaign -- and want to tell us about it, we want to listen.  I'm particularly interested in knowing:
    • How you developed the program.
    • The metrics you planned on tracking and the metrics you were ultimately able to track.
    • How you managed the program.
    • What your goals were and how the program performed against them.
    • What you learned through the experience.

If you've got a story to share -- or if you've seen a mobile campaign that you think I should pay attention to -- please add a comment below, or contact me on Twitter,  and I'll follow up with you directly for all the details. 

And if there are additional mobile marketing topics that you'd like us to tackle, be sure to let us know about that too!



Mobile vendor and strategy

Hi Melissa,
I think we can be a great deal of help to you in your research. 3Cinteractive is a mobile platform company that helps clients communicate with consumers on their mobile phone-regardless of device or network-utilizing SMS, MMS, mobile voice, mobile web and mobile applications. Please check us out at Our clients are some of the biggest brands in the world and we are having great success, recently being ranked #28 on Inc 500 list. I look forward to hearing from you.


Thanks for posting, Vinnie! I'll follow up with you offline.

Mobile Marketing

Marketing technology is moving too fast now and become easier than ever. Now mobile marketing is getting popular because of its handy nature. The market of using cellular phones are very huge and this is the advantage of using this kind of marketing strategy.

From the Supply Side

We see this from an interesting perspective as a supplier of mobile development. Working with some of the largest and smallest organisations looking to go mobile (iPhone, Android), strategies are often worlds apart. The most common thing we see is the notion that once we build it, they will come.

Metrics are also interesting, and all too often compared to a web stat. We think a unique view on a mobile is 3x more valuable than a standard desktop interaction.

Always happy to share our experiences and thoughts with the research community.

Mobile Marketing

Fantastic, as Head of mobile for the COI, (we run a number of campaigns for UK Government, working with leading mobile marketing agencies) developing key strategies and measurement tools that integrates the role of mobile is critical, any light you can bring onto this area is much appreciated. Happy to input.

Franco Beschizza | Head of Mobile & Interactive Marketing Team Head
MSc Digital Marketing Communications

COI Interactive Services and Mobile Insight Team

Can't wait for the results

The more info we have on Mobile the better. it is moving so fast I do not want to miss out on any opportunities with for my clients. One thing I always feel lacking though is the size of the organizations reporting data. How does Mobile work for the small to medium size business would also be great.

Appreciate your thoughts

Thanks for commenting, everybody. Your thoughts and leads are very helpful.

Keep 'em coming!

Yes, I agree with your blog.

Yes, I agree with your blog. Actually mobile marketing is now in demand. Most of the companies are using this as their market strategy to gain more consumers. It really helps a lot especially for small business with low budget. Mobile marketing is closely alike to internet marketing in terms of marketing and strategy. Both of them are can attracts more consumers. -