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February 7, 2012

Mobile Marketing: Three Principles For Successby Melissa Parrishfor Interactive Marketing Professionals

www.forrester.com

© 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 [email protected]. For additional reproduction and usage information, see Forrester’s Citation Policy located at www.forrester.com. Information is based on best available resources. Opinions reflect judgment at the time and are subject to change.

For Interactive Marketing Professionals

ExEcuTIvE SuMMaryMore people own smartphones than ever before and they’re using them more often too. This makes a mobile marketing strategy crucial for any interactive marketer. Yet today we find that although mobile budgets are beginning to increase, the majority of interactive marketers are just starting to experiment, and many still treat mobile phones as mini-PCs. This report explains how marketers at each phase of mobile marketing evolution should craft successful mobile campaigns by hewing to three key principles: immediacy, simplicity, and context.

TablE OF cOnTEnTSMobile Phones Are Becoming A New Locus Of Consumer Interaction

Marketers Must Evolve Their Mobile Strategies To Catch Consumers’ Attention

Marketers: Identify your Phase Of Mobile Marketing Evolution

The Three Pillars Of Mobile Experience: Immediacy, Simplicity, And Context

Immediacy: Provide content That Is Timely and actionable In The Moment

Simplicity: Provide content That Is Easy To See and navigate On a Mobile Phone

context: Send relevant Messages based On location and Mobile behaviors

rEcOMMEndaTIOnS

Apply The Principles To Your Phase With Help From The Right Partners

Supplemental Material

nOTES & rESOurcESForrester interviewed five vendor and agency companies, including 360i, GoldSpot Media, Jumptap, Pontiflex, and xtify.

Related Research Documents“How To Grow your Mobile campaign Expertise”november 18, 2011

“Evolving your Mobile Marketing Presence”March 3, 2011

“How Mature Is your Mobile Strategy?”October 18, 2010

February 7, 2012

Mobile Marketing: Three Principles For SuccessWhat Interactive Marketers Should do To reach Mobile Phone users Effectivelyby Melissa Parrishwith Jennifer Wise, david Truog, and Elizabeth Komar

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© 2012, Forrester research, Inc. reproduction ProhibitedFebruary 7, 2012

Mobile Marketing: Three Principles For Success For Interactive Marketing Professionals

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MOBILE PHONES ARE BECOMINg A NEW LOCuS OF CONSuMER INTERACTION

Just as marketers focused on the 30-second spot when consumers flocked to their TVs en masse, now is the time to embrace mobile phones as the next marketing frontier. What makes this always-on, personal device worthy of a marketing strategy today?

· Smartphone ownership is growing, and users are embracing the phones’ unique features. Consumers are trading in their feature phones for smartphones. In fact, smartphone owners were expected to constitute 39% of US subscribers by year-end 2011.1 These phones’ features, unavailable on PCs, offer consumers and marketers unique ways to connect — like a portable camera for taking pictures but also scanning 2D bar codes and GPS connectivity that helps people navigate to locations but also helps marketers send location-targeted messages. The use of these features is on the upswing too — more US mobile phone owners are downloading applications and receiving SMS/text alerts than last year, and 48% are using their mobile phone cameras to take photos and videos (see Figure 1-1).

· Mobile phones are becoming an important additional resource for consumer content needs. To be effective, marketing seeks eyeballs — and consumers’ eyes are increasingly focused on their mobile phones to access content and information. One-fifth of consumers look up directions or maps, and twice as many as last year research products for purchase. Time spent on mobile phones is also supplementing the time consumers spend with other media such as print newspapers, TVs, and iPods — almost one-fourth of US mobile owners check the news, sports, or weather on their phone at least monthly, and 9% watch TV and videos and 18% listen to music at least weekly (see Figure 1-2).

· People increasingly interact with formerly PC-centric channels on mobile phones. Consumers are turning to their mobile phones to access channels like websites, search, and email — whether you have prepared a mobilized version of the channel for them or not. One-third of US mobile owners access the Internet on their phones weekly or more, an increase from one in five only last year. And 30% send and receive personal emails from phones, up from 20% last year.

© 2012, Forrester research, Inc. reproduction Prohibited February 7, 2012


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Figure 1 People are Embracing Mobile Phone Functionality

Source: Forrester Research, Inc.61256

People increasingly use unique mobile phone features at least monthly1-1

“Which of the following activities do you do on your primary cell phone orhandheld wireless device at least monthly?”

Base: 8,352 US adults ages 18 and older who own a mobile phone*Base: 30,453 US adults ages 18 and older who own a mobile phone

(multiple responses accepted)

Take photos/videos 48%

41%34%

Send/receive MMS (picture messages) 37%28%

Check news/sports/weather 23%14%

21%17%

Use applications 21%

Look up directions or maps 21%12%

Download applications 15%7%

Send/receive work email 11%8%

Check �nancial accounts 11%6%

Research products for purchase 10%5%

Download music 10%

Receive coupons/promotions 7%2%

Enter a contest or vote via SMS/text messages 6%5%

Check �ight, bus, or train status 4%3%

Purchase products 4%2%

No answer 3%5%

Access operator portal (e.g., AT&T MEdia Net) 2%1%

None of these 33%46%

Source: North American Technographics® Benchmark Survey, Q2 2011 (US)*Source: North American Technographics® Benchmark Survey, Q2 2010

Send/receive instant messages (e.g., MSN)

Receive SMS/text alerts

20112010*

N/A

N/A

N/A



4

Figure 1 People are Embracing Mobile Phone Functionality (cont.)


People increasingly use mobile phones as a resource for content and communication at least weekly1-2

“How frequently do you do the following activities on your primary cell phoneor handheld wireless device?”

(At least weekly)

Base: 8,352 US adults (ages 18+) who own a mobile phone*Base: 30,453 US adults (ages 18+) who own a mobile phone

(multiple responses accepted)

2011

2010*

2011

2010*

2011

2010*

2011

2010*

2011

2010*

2011

2010*

2011

2010*

Source: North American Technographics® Benchmark Survey, Q2 2011 (US)*Source: North American Technographics® Benchmark Survey, Q2 2010

Access theInternet

Play games

Listen tomusic

Watchvideo/TV

Access socialnetworking

sites (e.g.,Facebook,Myspace)

Send orreceive

SMS/textmessages

Send orreceive

personalemail

60%

52%

30%

20%

34%

20%

22%

14%

18%

11%

9%

5%

23%

12%



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MARkETERS MuST EVOLVE THEIR MOBILE STRATEgIES TO CATCH CONSuMERS’ ATTENTION

As a marketer, you must connect with these mobile users to boost brand engagement and meet their expectations in the channels they’re already accessing on their mobile phones. And many marketers are in fact already trying to do just that by committing more resources to mobile marketing — in 2011, spend on mobile display and search marketing surpassed email and social media.2

But despite this increased investment in and prioritization of mobile marketing, budgets still remain small relative to the opportunity. And in practice the majority of marketers are not taking full advantage of this channel: Most are still testing, reusing existing creative, and in the early phases of their mobile marketing evolution.3 The solution starts with identifying what phase of mobile marketing evolution you’re in.

Marketers: Identify Your Phase Of Mobile Marketing Evolution

Forrester has identified five phases that organizations and marketers pass through as they take increasing advantage of expanding mobile marketing opportunities. Depending on your current approach, you’re at one of these phases: foundation, experimentation, device strategy, channel strategy, or comprehensive strategy (see Figure 2).4



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Figure 2 The Five Phases Of Mobile Marketing Evolution


Approach

Resources

Goal

IT, development,eBusiness,productstrategists/management

Establish asolidfoundationalpresence onmobile that willserve the wholebusiness as itmatures throughmobile

Phase

Learn aboutthe capabilitiesof the mobilephone

Optimize thewebsite formobile, create amobile website,or develop animmersiveapplication.Marketing maynot lead thisphase.

Existinginteractivemarketers

Conductinexpensive, PC-derived testcampaigns.

Learn thenuances ofmobilemarketingsuccess.

Small budgetsapplied to oneshort-termcampaign at atime

Existinginteractivechannelmanagers

Optimize existinge�orts for themobile device.

Extend andsupportinteractivecampaigns thatfocus on otherchannels.

Optimization ofmessages andcreative formobile devicesizes and usercontexts

Mobile channelexperts

Treat mobile as achannel in itsown right.

Directly engagethe mobileconsumer,supported byother channels.

SMS/MMS,applications,mobile websites,mobile displayand search —and anycombinationthereof

Marketers,productdevelopers,externalagencies, andotherstakeholders

Treat mobile asthe connectivetissue betweenonline and o�inechannels.

Integrate mobileinto the brand’sDNA.

Mobiletouchpointsintegrated withonline and o�inecampaigns

Tactics

Foundation Experimenta-tion

DeviceStrategy

ChannelStrategy

ComprehensiveStrategy

THE THREE PILLARS OF MOBILE ExPERIENCE: IMMEDIACY, SIMPLICITY, AND CONTExT

Once you have determined what phase of mobile marketing evolution you’re in, it’s time to master your phase and progress to the next phase to eventually establish mobile as an integral piece of your marketing efforts. To do this there are three principles you must always apply to crafting mobile experiences: immediacy, simplicity, and context.5

How to apply these principles depends on what phase of evolution you’re in now. The foundational phase isn’t specific to marketing and marketers may have little purview over it, so we’ve outlined how you should approach the next four phases, using the principles of immediacy, simplicity, and context.



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Immediacy: Provide Content That Is Timely And Actionable In The Moment

Immediacy is a measure of content timeliness: whether users can act on it right now — like a search result highlighting directions, or the timeliness of a service such as a pushed notification of a deal nearby. Mobile phones’ unique always-on capabilities and portability allow interactive marketers to reach the user in this timely manner to drive desired behaviors and engage more deeply with consumers in the moment. This is how to apply the immediacy principle in the following phases of evolution:

· Experimentation: Marshall your already immediately actionable content. Review the campaign assets you already have and identify the single campaign that features the most immediately actionable content. Then start funneling mobile users to that content and tracking whether there’s a noticeable lift in clicks and conversions. For example, 1-800-Flowers.com’s mobile website lets users order same-day delivery and the company wanted to test what it could do to promote this expedited service to increasingly mobile consumers pressed for time. So it tweaked the text and keywords from its existing PC-based campaigns and created Google mobile ads to direct users to its mobile website. The result: click-through rates two to three times higher per campaign than in its PC-based AdWords campaigns.6

· Device strategy: Add or surface actionable content connected to your current strategy. Review your existing presence in email, search, display, and your website, to identify the most immediately actionable content in each, and then optimize the channel for mobile devices by featuring that content. For example, a custom mobile website can consolidate content to surface only time-sensitive information, like the mobile Yelp website that displays only a search box, a categorized list of places close by, and a list of “Hot New Businesses Nearby” with ratings and reviews (see Figure 3-1).

· Channel strategy: Create offerings that fix in-the-moment connection gaps. Use features that are unique to mobile phones — like SMS, MMS, mobile couponing, and applications — to give users updates, reminders, and redeemable coupons at moments when the PC can’t. For example, the shopkick app provides relevant deals with added immediacy by delivering push notifications at the moment a user walks into a store (see Figure 3-2). Or run a campaign like Hilton Hotels did to increase bookings and loyalty by sending members SMS notifications of instantly redeemable on-site specials — which also boosted redemptions by 10% to 25% per offer.7

· Comprehensive strategy: Connect users with actionable content across channels and devices. Use the mobile phone’s always-on and personal nature to connect with and enhance other consumer touchpoints including the computer, print, tablets, e-readers, TVs, and kiosks. For example, Home Depot helps people make purchase decisions by connecting them with ratings and reviews through 2D bar codes on its in-store product labels. And Aflac has integrated mobile into its business and marketing strategy with two mobile apps that let its sales force immediately pull up customer and account data when in the field.8



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Figure 3 Provide content That Is Timely and actionable To boost Immediacy


Mobile apps like shopkick send users actionable content upon entering a physical store3-2

Yelp modi�es its content for its mobile website to surface timely information3-1

Source: shopkick website

Source: Yelp website and Yelp iPhone mobile website

The Yelp website provides a wealth ofcontent, whereas the mobile website hasbeen optimized to show only the mostimmediately actionable content.



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Simplicity: Provide Content That Is Easy To See And Navigate On A Mobile Phone

Simplicity means reducing both the number of steps and the wait time required to execute a task. For interactive marketers, this requires accounting for the mobile phone’s smaller screen and usually lower bandwidth when designing layouts and interactions. Marketers can also reduce the number of steps required to access information by creating mobile-optimized navigation and using mobile features like apps and the camera to connect users with content. This is how to apply the simplicity principle in the following phases of evolution:

· Experimentation: Learn what content your users consume from their phones. Understand the nuances between what content people want to consume on their mobile devices and what they prefer on a PC by comparing their uses of your mobile website and your non-mobile website, or doing a similar comparison across search queries and how people use the results. For example, run a PC-based email campaign you already have in place, but use a shorter headline and reduced file size to see if mobile open-rates increase, and track what content your mobile consumers click on most frequently. Urban Outfitters’ emails provide the option to “view on a browser” or “view on a mobile phone.” The latter connects to a text-only view that is easy to consume and click through on a phone’s smaller screen (see Figure 4-1).

· Device strategy: Adjust creative and navigation to fit mobile screens and content preferences. Adapt your marketing creative and messaging across all channels to account for differences between a PC and a mobile phone. For example, simplify display ad creative to load quickly in apps and use fewer words to fit your message on mobile screens. And make relevant content easier to access by using location data to display place-relevant search results right off the bat. Also add easy-to-access action links, as Gump’s has done by adding click-to-call, click-to-view map, and click-for-directions links (see Figure 4-2).

· Channel strategy: Use mobile capabilities to eliminate obstacles to content. Use the mobile phone’s unique attributes to reduce the number of steps required to access content — decreasing chances of abandonment and increasing engagement. For example, remove the need for text-based search or typing a full URL into a browser and instead connect users with content through Google Goggles or a 2D bar code.9 Or run a simple SMS campaign, as Universal Studios Home Entertainment did to launch sales of its DVD Bring It On: Fight To The Finish, by letting people quickly enter a sweepstake by texting “BringItOn.” The campaign also helped boost immediacy, as it earned Universal opt-ins that it used later to send each person a reminder when the DVD went on sale.10

· Comprehensive strategy: Let consumers traverse from mobile to any other channel. People will access your content through the device of their choice — so make sure that content is optimized for the device, presences are consistent, and people can easily transition between touchpoints if required to complete a task. For example, Robitussin partnered with TribalDDB for the Robitussin Relief Finder campaign that helped sick people navigate the confusing



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medicine aisle on the spot with a mobile app — Robitussin Relief Finder — by selecting their symptoms and then being presented with the recommended Robitussin product. And this app didn’t live alone — the integrated “Relief Finder” campaign also featured TV commercials, a mobile microsite, print coupons, an overlay ad on the main website, and QR codes in-store that downloaded the app when scanned — all with a consistent look and cross-promotion (see Figure 4-3).

Figure 4 Provide content That Is Easy To See and navigate To boost Simplicity


Urban Outfitters offers a text-only version of its email, allowing for simple mobile navigation4-1

Source: Urban Out�tters subscriber email



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Figure 4 Provide content That Is Easy To See and navigate To boost Simplicity (cont.)


Gump’s mobile search results offer click-to-action buttons to simplify completing actions4-2

Source: Google search

Unlike its non-mobile search results,Gump’s mobile search resultsprovide easy access to desiredlocation-based content including click-to-call, click-to-map, and click-to-directions buttons.



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Figure 4 Provide content That Is Easy To See and navigate To boost Simplicity (cont.)


Source: Tribal DDB

Robitussin’s Relief Finder app helps users find the right medicine easily, and across channels4-3

Robitussin’s mobile app is supported byand consistent with other online ando�ine marketing channels.



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Context: Send Relevant Messages Based On Location And Mobile Behaviors

Through mobile phones, interactive marketers can use contextual data like location, communication history, and mobile behaviors to connect users with real-time, location-relevant, and customized content. A more personal device than a PC, the mobile phone has unique features that allow marketers to customize and target messaging based on analyzing browsing behavior, past search terms, and mobile-specific data such as check-ins, mobile carrier and operating system, the use of apps that access the Internet, as well as location data available through the phone’s GPS or triangulated from wireless towers. This is how to apply the context principle in the following phases of evolution:

· Experimentation: Consider mobile user differences in demographics and context. Rely on what you know of your target mobile consumers’ behaviors and demographics to guide you with customizing one campaign at this phase. For example, data reveals that mobile search attracts more local queries, suggesting that mobile users want to know what’s in their area.11 So try geotargeting a paid search or mobile display campaign and analyze whether you observe increased response. For example, Roy’s Restaurants tested hyperlocal advertising by sending locally relevant ads to nearby users that showed the location, phone number, and distance to the nearest restaurant. By comparing with past performance, they noticed a 40% increase in calls with a cost-per-click that was 67% less than previous PC-based ads.12

· Device strategy: Use mobile-enabled data to boost all channels’ effectiveness. Examine all of your campaigns through the lens of consumers’ mobile behaviors to make your messages and content more relevant. For example, optimize basic display ads by adding location-specific results along with your creative, as Dunkin’ Donuts did when it worked with mobile ad network Where to include the address and distance to nearest location in its mobile banner ad.13 Or use the trove of data available through mobile phones for targeting display messages — for example, the American Society for the Prevention of Cruelty to Animals (ASPCA) worked with mobile signup ads platform Pontiflex to target users in-app by applying Pontiflex’s algorithm to 27 inputs, including the category of app they were using at the time, and noticed they received the highest response in the “personal health” app category.

· Channel strategy: Reach mobile audiences with unique content. Use rich mobile data such as real-time location to provide location-based services and interest data inferred from which apps a user spends the most time with, to customize messaging and target the mobile consumer. For example, Virgin America partnered with geosocial app vendor Loopt to push deals from nearby stores to travelers in its new SFO terminal. And Sam’s Club sends push notifications about special offers to keep people engaged who have self-identified as interested in Sam’s Club products by downloading its app.

· Comprehensive strategy: Incorporate multidevice context into the strategy. Use the enhanced situational context information available through mobile phones to tailor content, messaging, and experience. For example, entice people to capture images of what is around



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them through the portable camera feature in exchange for more information, and then use augmented reality to overlay it with marketing materials like customer reviews or promotions. Or create a multichannel experience using the mobile phone, as Bravo did when it partnered with 360i to drive buzz around the premiere of its show Top Chef: Just Desserts through an online-offline campaign revolving around location (see Figure 5). Bravo announced the locations of dessert give-away trucks on mobile-social channels like Facebook and Twitter and people were encouraged to share their experience on social networks, upload photos from their phones to Facebook for a chance to win $5,000, check in to foursquare to earn an event badge and deals at local dessert spots, and share photos with the foodie audience on the Foodspotting mobile app. The result? 1.6 million people tuned into the premiere.

Figure 5 bravo’s campaign used Mobile Phones To link Online and Offline Experiences


Source: 360i

Bravo’s integrated “Just Desserts Day”campaign featured real-time updateson dessert truck locations, mobile-social status and picture updates fromparticipants, and mobile app check-inson foursquare.



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r E c O M M E n d a T I O n S

APPLY THE PRINCIPLES TO YOuR PHASE WITH HELP FROM THE RIgHT PARTNERS

To apply this report’s recommendations about how to advance through the phases of mobile evolution while incorporating the principles of immediacy, simplicity, and context, Forrester recommends that you:

· Seek the help of a major digital agency that excels at mobile. To push your marketing out of experimentation, you should tap one of the leading digital agencies with strong mobile marketing chops because they: 1) have dedicated mobile experts leading cross-discipline mobile expertise; 2) integrate mobile with larger campaign efforts to create a consistent user experience; and 3) have the right vision of mobile becoming the crux of consumer interaction and the primary connection between online and offline interactions. To help marketers select the best-fit digital agency partner for this purpose, Forrester has analyzed nine uS digital agencies based on their mobile-centric offerings, strategy, and market presence in the Forrester Wave™: uS digital agencies — Mobile Marketing Strategy & Execution, Q1 2012.14

· Rope in mobile specialists to move beyond the device phase. Other strategic partners are available to interactive marketers as well — especially those who have advanced past the device phase to work on mobile-specific tactics like 2d bar codes or mobile email and who may benefit from the niche expertise of mobile specialists. Marketers can also lean on platform providers to lay the technological foundation to optimize and manage campaigns. determine the best mobile marketing service provider based on your organization’s need for help in four key areas: strategy, creative, execution, and measurement.15

SuPPLEMENTAL MATERIAL

Methodology

Forrester conducted the North American Technographics® Online Benchmark Survey, Q3 2011 (US, Canada), an online survey fielded in July 2011 of 64,515 US and Canadian online adults ages 18 to 88. For results based on a randomly chosen sample of this size (N = 64,515), there is 95% confidence that the results have a statistical precision of plus or minus 0.39% of what they would be if the entire population of North American online individuals ages 18 and older had been surveyed. Forrester weighted the data by age, gender, income, broadband adoption, and region to demographically represent the adult US and Canadian online populations. The survey sample size, when weighted, was 63,644. (Note: Weighted sample sizes can be different from the actual number of respondents to account for individuals generally underrepresented in online panels.) Please note that this was an online survey. Respondents who participate in online surveys generally have more experience with the Internet and feel more comfortable transacting online. The data is weighted to be representative of the total online population on the weighting targets mentioned, but this sample bias may produce results that differ from Forrester’s offline benchmark survey. The sample was drawn from members



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of MarketTools’ online panel, and respondents were motivated by receiving points that could be redeemed for a reward. The sample provided by MarketTools is not a random sample. While individuals have been randomly sampled from MarketTools’ panel for this particular survey, they have previously chosen to take part in the MarketTools online panel.

Companies Interviewed For This Document

360i

GoldSpot Media

Jumptap

Pontiflex

Xtify

ENDNOTES1 In the US and in some European countries, smartphone penetration is racing past 25%. Smartphones

are going mainstream, albeit at a varying pace across the globe. Interactive marketers should anticipate the consequences of moving from a smartphone target audience of early adopters to one that is more mainstream and be prepared to meet these consumers with well-planned mobile marketing strategies. See the September 15, 2011, “The Global Mainstreaming Of Smartphones” report.

2 By 2016, advertisers will spend $77 billion on interactive marketing — as much as they do on television today. Search marketing, display advertising, mobile marketing, email marketing, and social media will grow to 26% of all advertising spend as they are embedded in the marketing mix. See the August 24, 2011,

“US Interactive Marketing Forecast, 2011 To 2016” report.

3 Last year we found that 40% of marketers have used some type of mobile marketing — 35% planned to incorporate it within the next year, and 30% have optimized their email campaigns for mobile, and more than 29% have experimented with SMS or MMS campaigns. See the March 3, 2011, “Evolving Your Mobile Marketing Presence” report.

4 Interactive marketers must catch up to consumer mobile adoption. As hardware, software, and interfaces evolve, interactive marketers can expect an exciting — and complicated — landscape in which mobile eventually becomes the “connective tissue” that bridges marketers’ online and offline consumer touchpoints. To ensure your mobile marketing practices mature steadily and efficiently to this future state of consumer connectedness, optimize current campaigns for mobile devices, and then develop mobile-specific channel expertise. This report introduces the five phases of mobile marketing evolution. See the March 3, 2011,

“Evolving Your Mobile Marketing Presence” report.

5 Forrester first outlined how the three principles of immediacy, simplicity, and context can be applied to mobile marketing in 2009. See the October 14, 2009, “The Convenience Quotient Of Mobile Services: A Facebook Case Study” report.

6 For more information on the 1-800-Flowers.com case study, see the Google Mobile Ads case study site (http://www.google.com/ads/mobile/advertisers/casestudies/flowers.html).










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7 More examples of SMS marketing campaigns can be found on the Text SMS Marketing website (http://www.textsmsmarketing.com/sms-text-marketing-case-studies.php).

8 To learn more about this example, see the March 3, 2011, “Evolving Your Mobile Marketing Presence” report.

9 Google Goggles is a mobile app that uses image recognition technology to identify pictures of artwork, wine labels, logos, contact info, books, landmarks, and text and return relevant search results. Source: Google Goggles (http://www.google.com/mobile/goggles/).

10 For more information about the Bring It On: Fight To The Finish marketing campaign, read the 360i Mobile Marketing Playbook (http://360i.com/mplaybook).

11 A report conducted by the search agency Efficient Frontier found that one in three mobile searchers showed local intent. Source: Giselle Tsirulnik, “One in three mobile searches show local intent: Efficient Frontier,” Mobile Marketer, September 2, 2010 (http://www.mobilemarketer.com/cms/news/search/7232.html).

12 For more information on the Roy’s Restaurants examples, see the case study on the Google Mobile Ads website (http://www.google.com/ads/mobile/advertisers/casestudies/roys-restaurants.html).

13 To learn more about this example and see screen shots of the campaign, see the January 13, 2011, “How To Get Started With Mobile Display” report.

14 For more information on selecting the digital agency that’s the best fit for your needs in mobile marketing strategy, see the January 27, 2012, “The Forrester Wave™: US Digital Agencies — Mobile Marketing Strategy And Execution, Q1 2012” report.

15 Interactive marketers are finally starting to invest in mobile and develop expertise. However, if you launch a mobile campaign before you’ve honed your skills, you run the risk of wallowing in experimentation rather than growing your mobile marketing practice. To avoid this quagmire, choose the right partners to ensure that your mobile programs are strategic, not just experimental. Today the market is wide open: Marketers can find strategic partners in both agencies and technology companies — but which partners make the most sense? For Forrester’s categorization of the vendors and the strategic services they offer, and our advice about when marketers should work with each of them, see the November 18, 2011, “How To Grow Your Mobile Campaign Expertise” report.








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