1. Mobile Marketing:
Insights, Landscape & Vendor Analysis
© 2014 Demand Metric Research Corporation. All Rights Reserved.
Solution Study
By: Clare Price, VP Research
With: Kristen Maida, Senior Research Analyst
June 2014

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Executive Summary
What is Mobile Marketing?
Benefits of Mobile Marketing
Table of Contents
Mobile Marketing Deployment Lifecycle
Vendor Selection Criteria
Mobile Marketing Solutions Landscape
Analyst Bottom Line
About the Research Analysts
Our Solution Study Methodology
Mobile Marketing Maturity Model
Action Plan
25 About Demand Metric
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3. EXECUTIVE SUMMARY
© 2014 Demand Metric Research Corporation. All Rights Reserved.
It has been said that “All Marketing is Digital Marketing,” and with good reason! In the last decade, marketing has been transformed.
Marketing has moved from an environment in which traditional marketing, brick and mortar storefronts and Digital Marketing options all
competed for the time, attention and resources of the marketing department to one in which Digital Marketing reigns supreme (with an
occasional nod in the direction of the storefront or traditional marketing channels, such as direct mail and print advertising).
In our Digital Marketing Solution Study Series, we examine ten digital marketing components and offer independent reports for six of these. In
this report, we will focus on the growing practice area of Mobile Marketing and cover the following sections:
 A Definition of Mobile Marketing
 The Benefits of Mobile Marketing
 Mobile Marketing Deployment Lifecycle
 Vendor Selection Criteria
 Mobile Marketing Solutions Landscape
 Mobile Marketing Maturity Model
 Vendor Selection Criteria
 Action Plan & Toolkit
Mobile Marketing: Insights, Landscape & Vendor Analysis
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4. The introduction of the iPhone in 2007 and the iPad in 2010
changed everything. Prior to this, the primary benefit of a cell
phone was that it was wireless. Then in one (or two) sweeps, the
mobile computing device landscape was born.
Today, anyone who hits a non-responsive website (website not able
to detect a mobile device and provide an optimal viewing
experience for that device) is immediately frustrated and likely to
quickly click away. For Modern Marketers, that’s a big problem that
this report is designed to help you solve.
The insights and analysis presented in this report are given to
provide marketers with a solid understanding of the current
Mobile Marketing environment. We will examine the landscape,
vendors and solutions for two categories of Mobile Marketing –
Mobile Application Development Frameworks and Platforms, and
Mobile Content Development & Management Platforms to enable
marketers to incorporate Mobile Marketing within their broader
Digital Marketing Strategy.
WHAT IS MOBILE MARKETING?
© 2014 Demand Metric Research Corporation. All Rights Reserved. 4
Mobile Marketing: Insights, Landscape & Vendor Analysis
Demand Metric believes that an effective Mobile Marketing strategy
and deployment must be multi-channel, device agnostic and provide
Enterprise system integration as well as web server application
development and management.
Demand Metric defines Mobile Marketing as the strategies,
processes, tools and technologies that support the
development, deployment, management and measurement of
marketing activities via mobile devices, primarily
smartphones and tablets running iOS, Android, Kindle or
Windows operating systems.
Role in Digital Marketing
Demand Metric considers Mobile Marketing to be an integral part
of Digital Marketing as illustrated by Figure 1. Mobile Marketing
processes and technologies are used primarily by Product
Marketing, which is responsible for the developing and deploying
mobile apps. That said, several other roles contribute to developing
these apps, including Strategic Comm, Demand Gen, Content
Marketing, Social Media and Customer Experience.

5. TECHNOLOGY
Senior Management
ROLES RESPONSIBILITIES PROCESSES TECHNOLOGY CONTENT METRICS
Revenue Accountability
Staffing & Channel Management
Reporting to CEO/Board
Budgeting & Planning
Reviews & Coaching
Recruitment & Retention
WCM
Marketing Automation
CRM
Thought Leadership Blog
Webinar Presentations
Conference Keynotes
Revenue by Channel
Customer Lifetime Value, NPS
Return on Customer (ROC)
Strategic Communications
Brand Strategy
Digital Marketing Strategy
Social/Mobile Marketing Strategy
Marketing Budgeting
Agency Management
Communications Management
WCM
Content Marketing Platforms
Social Media Platforms
Data Sheets, Whitepapers
Case Studies/Testimonials
Competitive Analysis
Market Share, Profitability
Brand Equity
Content Usage
Demand Generation
Lead Generation & Events
Inbound/Outbound Marketing
Sales Opportunity Management
Advertising/Sponsorship
Lead Generation
Tradeshows
Marketing Automation/Email
Digital Asset Management
Event/Survey Management
Advertising/SEO
Email Campaigns
Webinars
Campaign ROI, Email Metrics
Marketing Qualified Leads
Contribution to Pipeline
Content Marketing
Web Content Management
Content Marketing
Content Distribution
Content Creation
Campaign Analysis
Content Scoring
Website and Blogs
eBooks, Articles
Videos
Content Views, Links Earned
Content Conversion
Content Published
WCM, Blogging Platforms, MA
Content Marketing & Distribution
Video Marketing Platforms
Community & Social Media
Online Community Management
Social Listening
Social Engagement
Community Development
Social Channel Management
Social Reputation Management
WCM
Social Media Platforms
Social Channels & Networks
Posts, Tweets, Photos
Forums, Chats, Comments
Articles, Community News
User Engagement
Sentiment Analysis
Campaign ROI
Public Relations
External Communications
Media Relations
Analyst Relations
Influencer Identification
Relationship Cultivation
Content Creation/Distribution
Media Contact Database
News Distribution & Monitoring
Analytics & Reporting
News Content/Press Releases
Thought Leadership Content
Rich & Social Media Content
Mentions/Impressions
Audience Growth & Engagement
Sentiment Analysis
Product Marketing
New Product Development
Mobile App Development
Video Production/Development
Product Launch
Product Positioning
Competitive Analysis
New Features/Ideas for R&D
Gamification
Competitive Analysis
Avg. Revenue Per User
Avg. Order Value
Conversion Rate, Renewal Rate
WCM
Mobile Development Platforms
Video Production Platforms
Customer Experience
Interactive Experience
Customer Satisfaction
Customer Advocacy
Customer Experience
Customer Journey Mapping
Customer Persona Creation
Buyer Personas
Customer Journey Map
Proposals, Presentations
Customer Satisfaction Index
Customer Lifetime Value
Net Promoter Score (NPS)
Customer Profile Management
Customer Support, Twitter
Survey & Social Channels
Figure 1: Digital Marketing Framework
Mobile Marketing: Insights, Landscape & Vendor Analysis

6. The primary benefit and urgency for Mobile Marketing is
simply this – your prospects and customers are using their
mobile devices more than ever. For many, the first connect with
your company or offer now is through a mobile device. The better
that experience is, the deeper the relationship and engagement will
be. The primary benefits of Mobile Marketing include:
1. Provides a consistent customer experience across multiple
platforms and channels.
2. Creates real-time view of your app portfolio so you know
which apps are popular and which are not.
3. Offers a critical touchpoint in the customer journey and
experience.
4. Provides a native mobile customer experience, not one re-
designed from the web.
5. Integrates view of your customer’s total experience that is
not fragmented by the device and software they are using.
6. Stays connected to your customer as they move from PC to
phone to tablet and back.
7. Lowers the cost of marketing campaigns.
8. Converts campaigns to save time and money.
9. Collects more relevant and accurate customer data across
multiple touchpoints.
10. Provides a more personalized, local experience, faster.
11. Leverages your app or mobile site to boost downloads,
increase page views.
12. Improves the quality of social sharing & engagement.
13. Reduces maintenance and support costs
14. Ensures message consistency across devices and channels.
BENEFITS OF MOBILE MARKETING
Mobile Marketing: Insights, Landscape & Vendor Analysis

7. ABOUT THE RESEARCH ANALYSTS
© 2014 Demand Metric Research Corporation. All Rights Reserved. 22
Clare Price, VP Research– Demand Metric
Clare is an expert in marketing strategy, branding, strategic communications, sales enablement, social media marketing,
content marketing and leveraging marketing technologies. Clare is a former Gartner Research Director and helped
build their Internet Strategies Services division with clients such as Microsoft, IBM, HP, Cisco, Proctor & Gamble and
Wells Fargo. Her specialties include: brand strategy, brand development, customer acquisition and relationship
development, content and digital marketing strategy, sales enablement and social media marketing.
Kristen Maida, Senior Research Analyst – Demand Metric
Kristen has worked with Demand Metric for the past 4 years, learning about and gaining experience in all aspects of
the organization. She has developed job functions in almost every department to help with Demand Metric’s rapid
growth. Her specialties include: social media marketing, digital marketing, content marketing & management and
business process development.
Mobile Marketing: Insights, Landscape & Vendor Analysis

8. OUR SOLUTION STUDY METHODOLOGY
© 2014 Demand Metric Research Corporation. All Rights Reserved. 23
The Modern Marketing landscape is an ever changing, ever evolving environment in which new strategies, technologies, vendors and products
appear continually. Demand Metric Solution Studies provide marketers with a focus on a specific technology solution set or focus area so that
they are armed with the knowledge, information and tools they need to development effective strategies and action plans for their organizations.
Each Solution Study involves hours of analyst research, draws information from interviews with vendor executives and established vendor clients
for a specific technology solution and is usually accompanied by a mini Tool-kit of practical resources. Solution Study Tool-kits are designed to
provide marketers with the tools & templates they need to plan for an initiative in a given focus area, analyze the vendor landscape and select the
best vendor for their organization.
Our Digital Marketing series includes Solution Studies on:
 Social Media Marketing
 Mobile Marketing
 Content Marketing
We provide a comprehensive overview of Digital Marketing in the companion report – Digital Marketing Best Practices Report.
 Video Marketing
 Public Relations
Mobile Marketing: Insights, Landscape & Vendor Analysis

9. © 2014 Demand Metric Research Corporation. All Rights Reserved.
Solution Study
ABOUT DEMAND METRIC
Demand Metric is a global marketing research & advisory firm serving a membership community of over 40,000 marketing professionals,
CEOs, and business owners with advisory services, custom research & benchmarking reports, vendor studies, consulting methodologies,
training, and a library of 500+ tools and templates.
Using Demand Metric resources, members complete projects faster and with greater confidence, boosting respect for the marketing team and
making it easier to justify needed resources. Our 1,000+ clients range from start-ups to members of the Global 1000.
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