FRONT PANEL Monetizing Mobile Marketers seek guidance on how to capitalize on evolving technologies. Research from IBM (www.ibm.com) found that more than 90% of marketing leaders believe that mobile applications will play a significant role in helping them reach their goals over the next 6 MAY 2014 three to five years, which is up from 80% three years before. The study, entitled "Stepping up to the challenge: How CMOs can start to close the aspirational gap," also found that many CMOs are also looking for guidance on how to capitalize on the social media's potential, with 66% reporting that they feel underprepared for the growth of social media.