Ineffective mobile usage, ROI measurements are marketers’
downfalls: Forrester
Marketers’ failure to accurately invest in mobile channels
with appropriate budgets has resulted in a struggle to measure return on
investment, meaning that brands must fully integrate mobile with their
marketing strategies this year, according to a report from Forrester Research.
The research firm’s latest report identifies 2016 mobile
marketing and app trends, focusing on how brands can become key differentiators
in their respective industries by serving mobile moments to consumers in an
effort to revamp the customer experience. Many companies underinvested in
mobile last year, suggesting that the leaders of the pack – who maintain strong
mobile budgets – will effectively measure the channel’s return on investment in
2016.
“Mobile is the most disruptive change in consumer behavior
in years,” said Thomas Husson, vice president and principal analyst of
marketing and strategy at Forrester Research. “Marketers know this and they keep
saying mobile is strategic.
“However, reality is that they struggle measuring ROI of
mobile because they do not clearly articulate how mobile can serve their
marketing objectives and because they don't measure the right metrics.”
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