Q3 2017, n=94 Brands

  • Key
    Leaders

    Leaders match their strong investments in content and commerce with aggressive mobile marketing initiatives.

    Content-First Brands

    Content-First Brands prioritize mobile content over mobile marketing. These brands allow shoppers to access a broad range of features on mobile sites and apps, including product videos, account functionality, and store locators.

    Marketing-First Brands

    Marketing-First Brands are mobile advertising experts, investing in mobile search and a variety of paid media formats to fuel conversion.

    Laggards

    Laggards achieve below-average performance in content and marketing. These brands have not devised a sound mobile branding strategy, forego key features on their sites and apps, and fail to optimize search and email.

    Average Line

    In order to benchmark mobile strategies holistically, Gartner L2 plotted brands on a two-dimensional grid based on the performance of their mobile content (including mobile sites and apps) and their marketing investments (including email, search, and display).

    Based on their performance across 324 data points, brands were assigned to one of four categories: Leaders, Laggards, Content-First Brands and Marketing-First Brands.

    View the Mobile 2017 Intelligence Report
    • Leaders

      Leaders match their strong investments in content and commerce with aggressive mobile marketing initiatives.

    • Content-First Brands

      Content-First Brands prioritize mobile content over mobile marketing. These brands allow shoppers to access a broad range of features on mobile sites and apps, including product videos, account functionality, and store locators.

    • Marketing-First

      Marketing-First Brands are mobile advertising experts, investing in mobile search and a variety of paid media formats to fuel conversion.

    • Laggards

      Laggards achieve below-average performance in content and marketing. These brands have not devised a sound mobile branding strategy, forego key features on their sites and apps, and fail to optimize search and email.