Forrester Predicts 2013 Mobile Trends and Actions

On Feb. 14, Thomas Husson wrote an article titled “2013 Mobile Trends for Marketers” on the Forrester blog, based on information from Forrester’s report of the same name available for purchase here. The information below is from Husson’s blog article.


To summarize the key takeaways into three main points, here’s Forrester’s predictions for mobile trends in 2013:

  • Advanced Marketers Will Integrate Mobile Into A Multiyear Strategic Vision

Mobile platforms will act as a catalyst for the next generation of 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 shift from tactical efforts to more transformative mobile strategies.

  • Implementing This Strategy Requires Significant Investment And Marketing Control

Mobile on the cheap is over. Implementing the complex technology to make the most of mobile opportunities requires a new vision of how to interact with customers, significant changes in culture and competencies across business and IT, and more investment. Leading marketers will take back mobile ownership from agencies and services vendors.

  • It Is Still Early: Some Hyped Mobile Trends Will Disappoint

Indoor location, cross-channel attribution, responsive design, automated mobile marketing and targeting solutions, mobile “big data,” and other mobile technologies will make progress, but they won’t be game-changers this year.


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