mobile marketing three principles for success

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2012 Forrester Research, Inc. All rights reserved. Forrester, Forrester Wave, RoleView, Technographics, TechRankings, and Total EconomicImpact are trademarks of Forrester Research, Inc. All other trademarks are the property of their respective owners. Reproduction or sharing of thiscontent 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 Forresters 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 SUMMARY

More people own smartphones than ever beore and theyre using them more ofen too. Tis makes a

mobile marketing strategy crucial or any interactive marketer. Yet today we find that although mobile

budgets are beginning to increase, the majority o interactive marketers are just starting to experiment,

and many still treat mobile phones as mini-PCs. Tis report explains how marketers at each phase o

mobile marketing evolution should craf successul mobile campaigns by hewing to three key principles:

immediacy, simplicity, and context.

TA BLE 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 ContextImmediacy: 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 & RESOURCES

Forrester 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 PresenceMarch 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 Effectively

by 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


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MOBILE PHONES ARE BECOMING A NEW LOCUS OF CONSUMER INTERACTION

Just as marketers ocused on the 30-second spot when consumers flocked to their Vs en masse,

now is the time to embrace mobile phones as the next marketing rontier. What makes this always-

on, personal device worthy o a marketing strategy today?

Smartphone ownership is growing, and users are embracing the phones unique features.Consumers are trading in their eature phones or smartphones. In act, smartphone owners

were expected to constitute 39% o US subscribers by year-end 2011.1Tese phones eatures,

unavailable on PCs, offer consumers andmarketers unique ways to connect like a portable

camera or 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. Te

use o these eatures 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 contentneeds.o be effective, marketing seeks eyeballs and consumers eyes are increasingly ocused

on their mobile phones to access content and inormation. One-fifh o consumers look up

directions or maps, and twice as many as last year research products or purchase. ime spent

on mobile phones is also supplementing the time consumers spend with other media such as

print newspapers, Vs, and iPods almost one-ourth o US mobile owners check the news,

sports, or weather on their phone at least monthly, and 9% watch V 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 o the channel or them or not. One-

third o US mobile owners access the Internet on their phones weekly or more, an increase rom

one in five only last year. And 30% send and receive personal emails rom phones, up rom 20%

last year.


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2012, Forrester Research, Inc. Reproduction Prohibited February 7, 2012



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Figure 1People 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 financial accounts 11%6%

Research products for purchase 10%5%

Download music10%

Receive coupons/promotions 7%2%

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

Check flight, 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

2011

2010*

N/A

N/A

N/A


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Figure 1People 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 theyre already accessing on their mobile phones. And many marketers

are in act 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 o mobile marketing, budgets still remain

small relative to the opportunity. And in practice the majority o marketers are not taking ull

advantage o this channel: Most are still testing, reusing existing creative, and in the early phases

o their mobile marketing evolution.3Te solution starts with identiying what phase o mobile

marketing evolution youre in.

Marketers: Identify Your Phase Of Mobile Marketing Evolution

Forrester has identified five phases that organizations and marketers pass through as they takeincreasing advantage o expanding mobile marketing opportunities. Depending on your current

approach, youre at one o these phases: oundation, experimentation, device strategy, channel

strategy, or comprehensive strategy (see Figure 2).4


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Figure 2The Five Phases Of Mobile Marketing Evolution


Approach

Resources

Goal

IT, development,eBusiness,product

strategists/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

Existinginteractivechannel

managers

Optimize existingefforts 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 offlinechannels.

Integrate mobileinto the brandsDNA.

Mobiletouchpointsintegrated withonline and offlinecampaigns

Tactics

Foundation Experimenta-tion

DeviceStrategy

ChannelStrategy

ComprehensiveStrategy

THE THREE PILLARS OF MOBILE EXPERIENCE: IMMEDIACY, SIMPLICITY, AND CONTEXT

Once you have determined what phase o mobile marketing evolution youre in, its time to master

your phase and progress to the next phase to eventually establish mobile as an integral piece o your

marketing efforts. o do this there are three principles you must always apply to crafing mobileexperiences: immediacy, simplicity, and context.5

How to apply these principles depends on what phase o evolution youre in now. Te oundational

phase isnt specific to marketing and marketers may have little purview over it, so weve outlined how

you should approach the next our phases, using the principles o immediacy, simplicity, and context.


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

Immediacy is a measure o content timeliness: whether users can act on it right now like a search

result highlighting directions, or the timeliness o a service such as a pushed notification o 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. Tis is how to apply the immediacy principle in the ollowing phases o

evolution:

Experimentation: Marshall your already immediately actionable content.Review thecampaign assets you already have and identiy the single campaign that eatures the most

immediately actionable content. Ten start unneling mobile users to that content and tracking

whether theres a noticeable lif in clicks and conversions. For example, 1-800-Flowers.coms

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 or time. Soit tweaked the text and keywords rom its existing PC-based campaigns and created Google

mobile ads to direct users to its mobile website. Te 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 identiy the most

immediately actionable content in each, and then optimize the channel or mobile devices by

eaturing that content. For example, a custom mobile website can consolidate content to surace

only time-sensitive inormation, like the mobile Yelp website that displays only a search box, a

categorized list o places close by, and a list o Hot New Businesses Nearby with ratings and

reviews (see Figure 3-1).

Channel strategy: Create offerings that fix in-the-moment connection gaps.Use eatures thatare unique to mobile phones like SMS, MMS, mobile couponing, and applications to give

users updates, reminders, and redeemable coupons at moments when the PC cant. 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 o 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 phones always-on and personal nature to connect with and enhance otherconsumer touchpoints including the computer, print, tablets, e-readers, Vs, 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 orce

immediately pull up customer and account data when in the field.8


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Figure 3Provide Content That Is Timely And Actionable To Boost Immediacy


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

Yelp modifies 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 of

content, whereas the mobile website has

been optimized to show only the most

immediately 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 o steps and the wait time required to execute a task.

For interactive marketers, this requires accounting or the mobile phones smaller screen and usually

lower bandwidth when designing layouts and interactions. Marketers can also reduce the number

o steps required to access inormation by creating mobile-optimized navigation and using mobile

eatures like apps and the camera to connect users with content. Tis is how to apply the simplicity

principle in the ollowing phases o evolution:

Experimentation: Learn what content your users consume from their phones.Understandthe nuances between what content people want to consume on their mobile devices and what

they preer on a PC by comparing their uses o 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 i mobile open-rates increase, and track what content your mobileconsumers click on most requently. Urban Outfitters emails provide the option to view on

a browser or view on a mobile phone. Te latter connects to a text-only view that is easy to

consume and click through on a phones 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 or differences

between a PC and a mobile phone. For example, simpliy display ad creative to load quickly in

apps and use ewer 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 Gumps has done by adding click-to-call, click-to-view

map, and click-or-directions links (see Figure 4-2).

Channel strategy: Use mobile capabilities to eliminate obstacles to content.Use themobile phones unique attributes to reduce the number o steps required to access content

decreasing chances o abandonment and increasing engagement. For example, remove the

need or text-based search or typing a ull URL into a browser and instead connect users

with content through Google Goggles or a 2D bar code.9Or run a simple SMS campaign, as

Universal Studios Home Entertainment did to launch sales o its DVD Bring It On: Fight o Te

Finish, by letting people quickly enter a sweepstake by texting BringItOn. Te 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.Peoplewill access your content through the device o their choice so make sure that content is

optimized or the device, presences are consistent, and people can easily transition between

touchpoints i required to complete a task. For example, Robitussin partnered with ribalDDB

or the Robitussin Relie Finder campaign that helped sick people navigate the conusing


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medicine aisle on the spot with a mobile app Robitussin Relie Finder by selecting their

symptoms and then being presented with the recommended Robitussin product. And this app

didnt live alone the integrated Relie Finder campaign also eatured V commercials, a

mobile microsite, print coupons, an overlay ad on the main website, and QR codes in-storethat downloaded the app when scanned all with a consistent look and cross-promotion (see

Figure 4-3).

Figure 4Provide Content That Is Easy To See And Navigate To Boost Simplicity


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

Source: Urban Outfitters subscriber email


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Figure 4Provide Content That Is Easy To See And Navigate To Boost Simplicity (Cont.)


Gumps mobile search results oer click-to-action buttons to simplify completing actions4-2

Source: Google search

Unlike its non-mobile search results,

Gumps mobile search results

provide easy access to desiredlocation-based content including

click-to-call, click-to-map, and click-

to-directions buttons.


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Figure 4Provide Content That Is Easy To See And Navigate To Boost Simplicity (Cont.)


Source: Tribal DDB

Robitussins Relief Finder app helps users nd the right medicine easily, and across channels4-3

Robitussins mobile app is supported by

and consistent with other online and

offline marketing channels.


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Context: Send Relevant Messages Based On Location And Mobile Behaviors

Trough 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 eatures 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 o apps that access

the Internet, as well as location data available through the phones GPS or triangulated rom wireless

towers. Tis is how to apply the context principle in the ollowing phases o evolution:

Experimentation: Consider mobile user differences in demographics and context.Rely onwhat you know o 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 whats in their area.11So

try geotargeting a paid search or mobile display campaign and analyze whether you observeincreased response. For example, Roys 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 perormance, 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 allo your campaigns through the lens o 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.13Or use

the trove o data available through mobile phones or targeting display messages or example,

the American Society or the Prevention o Cruelty to Animals (ASPCA) worked with mobile

signup ads platorm Pontiflex to target users in-app by applying Pontiflexs algorithm to 27

inputs, including the category o 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 suchas real-time location to provide location-based services and interest data inerred rom 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 rom

nearby stores to travelers in its new SFO terminal. And Sams Club sends push notificationsabout special offers to keep people engaged who have sel-identified as interested in Sams Club

products by downloading its app.

Comprehensive strategy: Incorporate multidevice context into the strategy.Use theenhanced situational context inormation available through mobile phones to tailor content,

messaging, and experience. For example, entice people to capture images o what is around


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them through the portable camera eature in exchange or more inormation, 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 o its show op Chef: Just Dessertsthrough anonline-offline campaign revolving around location (see Figure 5). Bravo announced the

locations o dessert give-away trucks on mobile-social channels like Facebook and witter and

people were encouraged to share their experience on social networks, upload photos rom their

phones to Facebook or a chance to win $5,000, check in to oursquare to earn an event badge

and deals at local dessert spots, and share photos with the oodie audience on the Foodspotting

mobile app. Te result? 1.6 million people tuned into the premiere.

Figure 5Bravos Campaign Used Mobile Phones To Link Online And Offline Experiences


Source: 360i

Bravos integrated Just Desserts Day

campaign featured real-time updates

on dessert truck locations, mobile-

social status and picture updates from

participants, and mobile app check-ins

on 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 reports 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 ofexperimentation, 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 partnersare 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 organizations need for

help in four key areas: strategy, creative, execution, and measurement.15

SUPPLEMENTAL MATERIAL

Methodology

Forrester conducted the North American echnographics Online Benchmark Survey, Q3 2011 (US,

Canada), an online survey fielded in July 2011 o 64,515 US and Canadian online adults ages 18 to

88. For results based on a randomly chosen sample o this size (N = 64,515), there is 95% confidence

that the results have a statistical precision o plus or minus 0.39% o what they would be i the entire

population o 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. Te survey sample size, when weighted,

was 63,644. (Note: Weighted sample sizes can be different rom the actual number o respondentsto account or 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 eel more comortable transacting online. Te data is weighted to be representative

o the total online population on the weighting targets mentioned, but this sample bias may produce

results that differ rom Forresters offline benchmark survey. Te sample was drawn rom members


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o Marketools online panel, and respondents were motivated by receiving points that could

be redeemed or a reward. Te sample provided by Marketools is not a random sample. While

individuals have been randomly sampled rom Marketools panel or this particular survey, they

have previously chosen to take part in the Marketools online panel.

Companies Interviewed For This Document

360i

GoldSpot Media

Jumptap

Pontiflex

Xtiy

ENDNOTES

1 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 o moving rom a smartphone target audience o 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, Te Global Mainstreaming O 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% o all advertising spend as they are embedded in the marketing mix. See the August 24, 2011,

US Interactive Marketing Forecast, 2011 o 2016 report.

3 Last year we ound that 40% o marketers have used some type o mobile marketing 35% planned to

incorporate it within the next year, and 30% have optimized their email campaigns or 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, sofware, and interaces

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.

o ensure your mobile marketing practices mature steadily and efficiently to this uture state o consumer

connectedness, optimize current campaigns or mobile devices, and then develop mobile-specific channel

expertise. Tis report introduces the five phases o mobile marketing evolution. See the March 3, 2011,

Evolving Your Mobile Marketing Presence report.

5

Forrester first outlined how the three principles o immediacy, simplicity, and context can be applied tomobile marketing in 2009. See the October 14, 2009, Te Convenience Quotient O Mobile Services: A

Facebook Case Study report.

6 For more inormation 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).
http://www.forrester.com/go?docid=57190&src=61256pdfhttp://www.forrester.com/go?docid=59379&src=61256pdfhttp://www.forrester.com/go?docid=58495&src=61256pdfhttp://www.forrester.com/go?docid=58495&src=61256pdfhttp://www.forrester.com/go?docid=58495&src=61256pdfhttp://www.forrester.com/go?docid=53682&src=61256pdfhttp://www.forrester.com/go?docid=53682&src=61256pdfhttp://www.forrester.com/go?docid=53682&src=61256pdfhttp://www.forrester.com/go?docid=53682&src=61256pdfhttp://www.forrester.com/go?docid=58495&src=61256pdfhttp://www.forrester.com/go?docid=58495&src=61256pdfhttp://www.forrester.com/go?docid=58495&src=61256pdfhttp://www.forrester.com/go?docid=59379&src=61256pdfhttp://www.forrester.com/go?docid=57190&src=61256pdf


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7 More examples o SMS marketing campaigns can be ound on the ext SMS Marketing website (http://www.

textsmsmarketing.com/sms-text-marketing-case-studies.php).

8 o 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 identiy pictures o artwork,

wine labels, logos, contact ino, books, landmarks, and text and return relevant search results. Source:

Google Goggles (http://www.google.com/mobile/goggles/).

10 For more inormation about the Bring It On: Fight o Te Finishmarketing campaign, read the 360i Mobile

Marketing Playbook (http://360i.com/mplaybook).

11 A report conducted by the search agency Efficient Frontier ound that one in three mobile searchers showed

local intent. Source: Giselle sirulnik, 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 inormation on the Roys Restaurants examples, see the case study on the Google Mobile Ads

website (http://www.google.com/ads/mobile/advertisers/casestudies/roys-restaurants.html).

13 o learn more about this example and see screen shots o the campaign, see the January 13, 2011, How o

Get Started With Mobile Display report.

14 For more inormation on selecting the digital agency thats the best fit or your needs in mobile marketing

strategy, see the January 27, 2012, Te 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, i you launch a

mobile campaign beore youve honed your skills, you run the risk o wallowing in experimentation rather

than growing your mobile marketing practice. o avoid this quagmire, choose the right partners to ensure

that your mobile programs are strategic, not just experimental. oday the market is wide open: Marketers

can find strategic partners in both agencies and technology companies but which partners make the

most sense? For Forresters categorization o the vendors and the strategic services they offer, and our

advice about when marketers should work with each o them, see the November 18, 2011, How o Grow

Your Mobile Campaign Expertise report.
http://www.forrester.com/go?docid=58495&src=61256pdfhttp://www.forrester.com/go?docid=58256&src=61256pdfhttp://www.forrester.com/go?docid=58256&src=61256pdfhttp://www.forrester.com/go?docid=59180&src=61256pdfhttp://www.forrester.com/go?docid=59180&src=61256pdfhttp://www.forrester.com/go?docid=60279&src=61256pdfhttp://www.forrester.com/go?docid=60279&src=61256pdfhttp://www.forrester.com/go?docid=60279&src=61256pdfhttp://www.forrester.com/go?docid=60279&src=61256pdfhttp://www.forrester.com/go?docid=59180&src=61256pdfhttp://www.forrester.com/go?docid=59180&src=61256pdfhttp://www.forrester.com/go?docid=58256&src=61256pdfhttp://www.forrester.com/go?docid=58256&src=61256pdfhttp://www.forrester.com/go?docid=58495&src=61256pdf


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