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Forrester Research, Inc., 60 Acorn Park Drive, Cambridge, MA 02140 USA Tel: +1 617.613.6000 | Fax: +1 617.613.5000 | www.forrester.com 2013 Mobile T rends For Marketers by Thomas Husson and Julie A. Ask, February 13, 2013 FOR: Interactive Marketing Professionals KEY TAKEAWAYS  Advanced Ma rketers Will In tegrate Mobile Into A Multiy ear Strategic  Vision Mobile plato rms will act as a c atalyst or the next generation o connected experiences. In particular, smart apps connected to products and CRM systems will emerge. In 2013, leading marketers will anticipate the longer-term mobile disruption and shif rom tactical eorts to more transormative mobile strategies. Implementing This Strategy Requires Signicant Investment And Marketing Control Mobile on the cheap is over . Implementing the complex technology to make the most o mobile opportunities requires a new vision o how to interact with customers, signicant changes in cu lture and competencies across business and I, and more investment. Leading marketers will take back mobile ownership rom agencies and services vendors. It Is Still Early Days: Some Hyped Mobile Trends Will Disappoint Indoor location, cross-channel attribution, responsive design, analytics solutions, mobile “big data, ” and other mobile technologies will make progress, but they won ’t be game-changers th is year.

Forrester 2013 Mobile Trends for Marketers

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