It’s no surprise that mobile has influenced the change in consumer attitudes, buying/browsing/communication and way of life! Marketers are willing to master mobile, but they’ve had great difficulty in figuring out how to do so. Find out what we believe constitutes good mobile marketing.
Mobile Marketing Is Widely Misunderstood & Mismanaged
Let’s start off the fact that the majority of marketers still primarily view mobile as a siloed channel. Forrester reports that only 15% strongly agree they have used mobile services to transform their overall customer experience offline.
We too see marketers with this mindset more often than not. In fact, in a recent interview for MobyAffiliates, MobileBridge CEO, Eyal Oster, states,
“Marketers need to stop thinking of mobile as ‘just another channel,’ and begin integrating it into their overall engagement strategy as THE channel.” Eyal Oster, CEO at MobileBridge
Forrester’s report echo’s this statement and adds the disconnect between marketers’ mindset and consumer expectations is where there is the greatest opportunity, with only 15% stating they have used mobile to transform offline consumer experiences.
Mobile Advertising Isn’t Maximized to its Full Potential
Likewise, marketers struggle with mobile advertising, the simplest form of mobile marketing. Yet nearly 50% of the marketers Forrester surveyed indicate that they spend 10% or less of their marketing and advertising budget on mobile. That’s astoundingly low for such a crucial marketing objective!
“We’ve started to test mobile display placements and creative, but the targeting, measurement, and our mobile sites aren’t quite where they need to be in order to move full steam ahead.” – anonymous marketer
However, on a good note, we’ve reported that “70% stating budgets will somewhat or significantly increase in 2017.” Clearly, organizations to invest more and more into mobile. But the question remains: are they investing in the right resources and scalable tools that lead to success?
Marketers Lack the RIGHT Mobile Resources
Despite acknowledging that mobile is important, most marketers do agree that they lack the right resources to prosper. Additionally, marketers acknowledge that they lack effective technologies that support mobile campaigning and mobile strategy. Thus, Forrester reports that 30% of marketers admit they have very limited in-house mobile expertise. In total, only 13% of respondents considered their marketing organizations to be mobile-savvy.
Likewise, existing mobile resources are not leveraged either. In our Mobile Marketing Trends Report, 35% of our respondents want to revamp or upgrading existing mobile apps as part of their plans. Considering 57% declare they already have a mobile app, not including revamping or upgrading that app is a huge missed opportunity to leverage existing work.
Overall, it’s imperative to invest in new resources or update existing ones. Resources extend to brain power, new goals and mobile initiatives, integrations, add-ons and more.
If you’re interested in finding out more mobile trends data, download our report below.