Days of mobile on the cheap are
over: Forrester
Marketers face an uphill trek to
catch up with mobile-savvy consumers, hampered by inadequate budgets and a lack
of big-picture focus, according to a new Forrester Research report.
Although marketers are developing
mobile applications, they put an inordinate amount of resources into
project-based work and buying media instead of developing strategy and
infrastructure to support long-term marketing goals. The findings suggest that
marketers are ill-served by a provincial vision at a time when a broader
strategy is needed to close the gap with consumers who are a step ahead.
“The days of mobile on the cheap
are over,” said Julie Ask, vice president and principal analyst with Forrester
Research, San Francisco. “Mobile moments are the next battleground for brands
to win, serve and retain customers.
“They need to think differently about
mobile and dig in,” she said.
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