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Mobile Is Key To Cross-Media Marketing Strategy

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Forrester Research released a method for benchmarking a company’s “mobile maturity,” as campaign budgets continue to rise. The guidelines aim to help marketers understand different growth stages, and determine budgets to create a cross-media strategy and road map. Advertisers will spend $77 billion on interactive marketing by 2016, similar to the amount today spent on television, Forrester estimates. Search marketing, display advertising, mobile marketing, email marketing, and social media will comprise 26% of all advertising spend as marketers embed more media in the mix.

“The Score Your Mobile Marketing Maturity” report describes three processes: Organization, Planning and Execution, and Measurement. Each section lists a series of questions, such as “How does your organization view the importance of mobile marketing,” along with possible answers like “Mobile marketing is the connective tissue between online and offline channels and is key to any marketing campaign.”

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