Mobile gap becomes insurmountable for some businesses:
Forrester
Companies will spend $189 billion in 2017 to enable mobile
services, fueling a technology and spending arms race that will leave many
companies vulnerable, according to Forrester Research.
Forrester revealed its predictions for how mobile will
impact businesses and marketers next year, with the upshot that the gap between
businesses who truly get mobile and laggards will become more visible next year
and insurmountable for some. Other key predictions include that app downloads
will level off and either Facebook, Apple or Google will likely introduce a
marketplace for branded content.
“I think most brands agreed in 2014 that mobile is strategic
but when it comes to integrating mobility into their marketing strategy, few
are really measuring all the business implications,” said Thomas Husson,
Paris-based vice president and principal analyst of the marketing and strategy
client group at Forrester as well as one of authors of the reports.
“In 2015, we expect the gap to increase between brands who
will see mobile as just another channel and the leaders who will invest in
re-engineering their business to deliver mobile moments,” he said.
“The most surprising element is probably that mobile
marketing goes so much beyond marketing: it is actually a catalyst for
transformation and requires a bridge with business technology.”
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