Mobile: a multiyear, strategic priority for marketers

TRENDAFRiCA June 19, 2013

Mobile is driving a second and more profound internet revolution that has changed the way businesses and consumers interact. The Forrester 2013 Mobile TREND.s for Marketers report breaks down how mobile trends are continuing to evolve and why mobile is a multiyear, strategic priority.

Mobile’s dynamics of immediacy and ubiquity will challenge the notion that mobile is immature. Differentiating with mobile will require marketers to develop the multiyear visions required to drive real change in their business and their approach to implementing mobile services.

Forrester came up with two key mobile trend influencers:

  • Treat mobile as a strategic priority: While many marketers will remain hampered by limited budgets and resources, some market leaders will make large investments to differentiate themselves from the pack. For example, food company Mondelez International (formerly Kraft Foods, Inc.) recently announced it would spend 10% of its global marketing budget on mobile.
  • Business and technology changes mean that mobile investments must rise: Next-generation mobile services will require access to web services, analytics, and data in real time from internal and external sources. This level of integration and these capabilities come at a steep price and involve multiyear investments. These services currently exist in a tightly locked range of ecommerce and legacy business systems that were designed for large-screen PCs connected by high-speed LANs. As a result, leading companies are investing as much as €100 million over the next three years to anticipate the mobile technology architecture shift. A vision for mobility that extends for three to five years will be necessary to set the requirements for the complementary business technology changes.

These are the key mobile trends identified by Forrester and the requisite actions that follow for marketers:

1. Marketers will realise that mobile requires a total shift in their marketing approach.

ACTION: Combine a broad range of variables for rich mobile context.

2. Tablets will be the biggest short-term disruptors.

ACTION: Address two separate use cases for phones and tablets.

3. Mobile platforms will be the catalyst for next-generation connected experiences.

ACTION: Rethink your smart products and create new engagement scenarios.

4. Sophisticated analytics wrapped around big data will power smart apps.

ACTION: Expect the lines between product, content and marketing to blur.

5. Mobile will play a leading role in efforts to engage consumers in emerging markets.

ACTION: Evaluate your mobile maturity across different regions.

6. Mobile will require more formal organisations, processes and governance.

ACTION: Create a mobile governance group.

7. Leading marketers will take back ownership of mobile from agencies and vendors.

ACTION: Hire and fund the talent to coordinate a mobile strategy.

8. The role of mobile marketing manager will emerge.

ACTION: Engage a senior executive capable of taking the lead on mobile.\

9. Finding the right strategic mix of staff will rise in importance.

ACTION: Build a staffing plan based on your long-term strategy.

10. Spending will increase, especially to enable mobile service.

ACTION: Nurture a working relationship with IT.


For more on mobile trends, reach the latest TREND. report ‘The First Screen‘.

Source: Forrester Research 

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