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.
