Why mobile is still not fully
integrated in marketers’ approach: Forrester
Just 13 percent of marketers say
mobile is systematically integrated into their marketing approach, reflecting
ongoing struggles to measure the return on investment for mobile and to
demonstrate its value beyond ROI, according to a new report from Forrester
Research.
The report, Beyond ROI:
Showcasing The True Impact Of Mobile Marketing, underscores marketers’ ongoing
challenges in securing budget for mobile, in part because they are not
effectively showcasing mobile’s full value. Marketers must do a better job of
highlighting mobile’s impact on customer experience, brand engagement, business
results and agility if they want bigger budgets.
"Mobile is much more
powerful than the initial numbers from a basic ROI calculation may indicate,”
said Jennifer Wise, senior analyst at Forrester Research and co-author of the
report.
“Yes, mobile can accomplish many
marketing objectives, from boosting brand perception to increasing purchases,
but integrating mobile into your strategy does more than that: it amplifies
other channels, improves your relationship with your customers, acts as a
catalyst for business transformation, and causes a positive ripple effects
throughout the organization,” she said.
The report is an update of
previously published content that includes new examples and primary research.
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