With this in mind, here are a few key takeaways from the research, which investigates the extent to which marketers have embraced mobile marketing and how organisations are approaching and implementing mobile strategies.
The report is based on a survey of more than 4,000 marketers and digital professionals.
1. To avoid playing catch up
While the majority of consumers might still prefer to buy on desktop, the amount of mobile-only shoppers is on the rise.
Of course, wiith limited screen space and contextual differences, a completely different set of rules apply.
By paying attention now, marketers might just have the time and opportunity to create a memorable mobile experience.
If not, they run the risk of lagging behind when consumers are even more demanding and mobile-savvy.
With 63% of people agreeing that the mobile experience is more important due to the lack of room for error, it’s vital that marketers get to grips with the platform sooner rather than later.
2. To understand the customer journey
Marketers with a well-defined mobile strategy are able to understand far more about their customers than those without.
From discovering where the path to purchase tails off to when users tend to use mobiles the most, it can provide a comprehensive picture of the journey at all stages.
3. To improve the customer journey
As well as understanding customer behaviour, a good strategy allows marketers to increasingly target the specific needs of the customer.
Instead of creating a strategy based on what an experience merely looks like on mobile, marketers can concentrate on how that experience engages and delights.
Our research discovered that even the 20% of companies with a well-defined strategy aren’t making the most of customer analysis – which just goes to show the untapped potential of data.
4. To measure success and justify investment
As well as tracking users and measuring traffic, a good mobile strategy also helps to define large-scale objectives and practical goals.
For example, with mobile payments increasingly contributing to the channel’s dominance, brands that have an ecommerce app (allowing users to buy in just one or two steps) could be the factor that determines whether mobile traffic overtakes desktop.
By utilising data to measure ROI on apps, organisations are much more likely to further invest.
Essentially, a well-defined mobile strategy provides just as much benefit for the marketer as it does the consumer.