You can hardly browse a marketing news site without seeing new reports of the growth in mobile traffic in virtually all areas. This includes video, articles, images, eCommerce, and much more. Given the rapid growth over the past several years, and the predicted continued growth for mobile going forward, it is clearly a good idea to have a well-thought out plan in place for taking advantage of this rapid shift in internet traffic.
Despite this, however, a new report published from Adobe and eConsultancy found that only 31% of businesses report to having a ‘clearly defined’ mobile strategy in place for even the next 12 months. Their report was based on a survey that reached out to 4166 marketing executives from a wide range of companies around the world.
Ray Pun, who is the Head of Product Marketing for mobile at Adobe Marketing Cloud wrote about the findings saying, “The surprise is still the maturity challenge, where if only 20 percent have a strategy, that indicates there is a major problem in the organization, really with the management team. Experience is becoming a key strategy. If your digital experience is lacking, especially on mobile, how can you expect to grow your business?”
Despite not having a clear plan, however, most brands are planning on increasing their spending for mobile marketing. 60% of respondents said that their mobile spend will be climbing over the next 12 months. This seems to indicate that even though they haven’t really thought through how they want to use mobile, they are going to continue to just throw money at it hoping that it will bring in some type of good ROI.
Any marketers that aren’t actively working off of a detailed mobile strategy at this point really need to sit down and put one together. There is endless opportunity in mobile today and for years to come, and any time people are spending without a plan is just going to be wasteful.
