The Quest for Mobile Excellence briefing, produced by Econsultancy in partnership with Adobe, provides data and insights for those wishing to benchmark their own activities around mobile, and to elevate the importance of related business initiatives within their organisations.
This research comes 12 months after Econsultancy and Adobe published the Finding the Path to Mobile Maturity report, giving us a great opportunity to assess the progress that companies have made in the intervening period.
This year’s research is based on a global survey of nearly 3,000 marketers and digital professionals, providing another robust data set with which to compare last year’s findings.
The following sections are featured in the report:
- Companies rise to the mobile challenge
- The desktop bias
- Investment and experimentation
- The need for mobile measurement
- The rise and rise of mobile apps
- Measuring, testing and optimising apps
- Ownership of mobile in a multichannel world
- Almost two-thirds of companies (62%) are planning to increase their mobile investments in 2015 compared to only 3% who are decreasing budgets.
- Around a fifth (19%) of companies now regard themselves as ‘mobile-first’ compared to 13% last year.
- A third of companies (34%) said they had ‘a defined mobile strategy that goes out at least 12 months’, down from 36% who agreed with this statement last year.
- The vast majority of respondents (71%) say that the desktop website is their top priority when it comes to providing a consistent customer experience, ahead of mobile site (16%), smartphone applications (10%) and tablet apps (3%).
- Only 11% strongly agree that they understand how mobile fits into the customer journey across devices and channels.
Econsultancy’s Quarterly Digital Intelligence Briefings, sponsored by Adobe, look at some of the most important trends affecting the marketing landscape.