Mobile First

Mike McGuire is the Vice President of Research in Gartner for Marketing Leaders which specializes in mobile marketing, guiding digital marketers on how context, community, location and time converge on a consumer's mobile device to change the relationship between customers, prospects and brands. He is responsible for the mobile marketing research agenda and also covers the online music segment specifically, digital distribution and also looks after Gartner’s coverage of legal and regulatory issues that affect media companies. Here are the highlights of our conversation with our guest: 01:12: As VP of Research, Mike enumerates the areas he focuses on in the mobile marketing agenda. This includes their marketing team’s dedication on mobile marketing research. In here, they zoom in on the breadth and depth of the tools and techniques which are important to mobile marketing. 02:55: Mike’s definition of how context, community, location and time are changing the relationship between the consumer and the brands. H