February 7, 2012

Mobile Marketing: Three Principles For Success

by Melissa Parrish for Interactive Marketing Professionals

Making Leaders Successful Every Day

For Interactive Marketing Professionals

February 7, 2012

What Interactive Marketers Should do To reach Mobile Phone users Effectively

by Melissa Parrish with Jennifer Wise, david Truog, and Elizabeth Komar

Mobile Marketing: Three Principles For Success

ExEcuT I v E S u M Ma ry
More people own smartphones than ever before and theyre 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.

Tabl E O F cO n TE nTS
2 Mobile Phones Are Becoming A New Locus Of Consumer Interaction 5 Marketers Must Evolve Their Mobile Strategies To Catch Consumers Attention Marketers: Identify your Phase Of Mobile Marketing Evolution 6 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

n OT E S & rE S O u r cE S
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 Presence March 3, 2011 How Mature Is your Mobile Strategy? October 18, 2010

15 Apply The Principles To Your Phase With Help From The Right Partners 15 Supplemental Material

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 clientsupport@ forrester.com. 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.

Mobile Marketing: Three Principles For Success

For Interactive Marketing Professionals

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 alwayson, 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. Onethird 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.

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Figure 1 People are Embracing Mobile Phone Functionality

1-1 People increasingly use unique mobile phone features at least monthly Which of the following activities do you do on your primary cell phone or handheld wireless device at least monthly? Take photos/videos N/A Receive SMS/text alerts Send/receive MMS (picture messages) Check news/sports/weather Send/receive instant messages (e.g., MSN) Use applications N/A Look up directions or maps Download applications Send/receive work email Check nancial accounts Research products for purchase 7% 12% 14% 34% 28% 23% 41% 48%

37%

21% 17% 21% 21%

15%

11% 8% 6% 5% 11% 2011 2010*

10% 10%

Download music N/A Receive coupons/promotions Enter a contest or vote via SMS/text messages Check ight, bus, or train status Purchase products 2%

7%

6% 5% 4% 3% 4% 2%

2% Access operator portal (e.g., AT&T MEdia Net) 1% No answer None of these 3% 5% 33%

46% 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) Source: North American Technographics Benchmark Survey, Q2 2011 (US) *Source: North American Technographics Benchmark Survey, Q2 2010
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Mobile Marketing: Three Principles For Success

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

1-2 People increasingly use mobile phones as a resource for content and communication at least weekly How frequently do you do the following activities on your primary cell phone or handheld wireless device? (At least weekly) Send or receive SMS/text messages Send or receive personal email Access the Internet 2011 2010* 2011 2010* 2011 2010* 2011 Play games 2010* Listen to music 2011 2010* 2011 2010* 2011 2010* 12% 5% 23% 11% 9% 14% 18% 20% 22% 20% 34% 30% 52% 60%

Watch video/TV Access social networking sites (e.g., Facebook, Myspace)

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) Source: North American Technographics Benchmark Survey, Q2 2011 (US) *Source: North American Technographics Benchmark Survey, Q2 2010
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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 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 youre 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, youre at one of these phases: foundation, experimentation, device strategy, channel strategy, or comprehensive strategy (see Figure 2).4

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Mobile Marketing: Three Principles For Success

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Figure 2 The Five Phases Of Mobile Marketing Evolution

Experimentation Conduct inexpensive, PCderived test campaigns. Device Strategy Channel Strategy Comprehensive Strategy Treat mobile as the connective tissue between online and o ine channels.

Phase

Foundation

Approach Establish a solid foundational presence on mobile that will serve the whole business as it matures through mobile Resources IT, development, eBusiness, product strategists/ management Goal Learn about the capabilities of the mobile phone Tactics Optimize the website for mobile, create a mobile website, or develop an immersive application. Marketing may not lead this phase.
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Optimize existing Treat mobile as a e orts for the channel in its mobile device. own right.

Existing interactive marketers

Existing interactive channel managers

Mobile channel experts

Marketers, product developers, external agencies, and other stakeholders Integrate mobile into the brands DNA.

Learn the nuances of mobile marketing success. Small budgets applied to one short-term campaign at a time

Extend and support interactive campaigns that focus on other channels. Optimization of messages and creative for mobile device sizes and user contexts

Directly engage the mobile consumer, supported by other channels. SMS/MMS, applications, mobile websites, mobile display and search and any combination thereof

Mobile touchpoints integrated with online and o ine campaigns

Source: Forrester Research, Inc.

THE THREE PILLARS OF MOBILE ExPERIENCE: IMMEDIACY, SIMPLICITY, AND CONTExT Once you have determined what phase of 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 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 youre in now. The foundational phase isnt specific to marketing and marketers may have little purview over it, so weve 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 theres a noticeable lift 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 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 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 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 phones 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

3-1 Yelp modi es its content for its mobile website to surface timely information

The Yelp website provides a wealth of content, whereas the mobile website has been optimized to show only the most immediately actionable content. Source: Yelp website and Yelp iPhone mobile website 3-2 Mobile apps like shopkick send users actionable content upon entering a physical store

Source: shopkick website

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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 phones 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 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 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 Gumps 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 phones 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 didnt 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
4-1 Urban Outfitters offers a text-only version of its email, allowing for simple mobile navigation

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.)
4-2 Gumps mobile search results offer click-to-action buttons to simplify completing actions

Unlike its non-mobile search results, Gumps mobile search results provide easy access to desired location-based content including click-to-call, click-to-map, and clickto-directions buttons. Source: Google search
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Figure 4 Provide content That Is Easy To See and navigate To boost Simplicity (cont.)
4-3 Robitussins Relief Finder app helps users find the right medicine easily, and across channels

Robitussins mobile app is supported by and consistent with other online and o ine marketing channels.

Source: Tribal DDB

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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 phones 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 whats in their area.11 So try geotargeting a paid search or mobile display campaign and analyze whether you observe increased 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 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 Pontiflexs 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 Sams Club sends push notifications about special offers to keep people engaged who have self-identified as interested in Sams 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 bravos campaign used Mobile Phones To link Online and Offline Experiences

Bravos integrated Just Desserts Day campaign featured real-time updates on dessert truck locations, mobilesocial status and picture updates from participants, and mobile app check-ins on foursquare. Source: 360i
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r E c O M M E n d aT 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 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 organizations 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 Forresters 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 ENDNOTES
1

Pontiflex Xtify

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. 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. 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. 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. 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. 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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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). To learn more about this example, see the March 3, 2011, Evolving Your Mobile Marketing Presence report. 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/). For more information about the Bring It On: Fight To The Finish marketing campaign, read the 360i Mobile Marketing Playbook (http://360i.com/mplaybook). 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). For more information 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). 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. For more information on selecting the digital agency thats 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. Interactive marketers are finally starting to invest in mobile and develop expertise. However, if you launch a mobile campaign before youve 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 Forresters 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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