With more than 1bn smartphones in consumers' pockets at the beginning of 2013, marketers must move away from tactical mobile efforts to more transformative mobile marketing strategies in 2013.
That’s according to Forrester analyst Thomas Hussan, who in his latest annual report 2013 Mobile Trends for Marketers, examines how mobile will continue to evolve throughout the year. Here he outlines the three key takeaways marketers must consider:
Advanced marketers will integrate mobile into a multiyear strategic vision
Mobile platforms will act as a catalyst for the next generation of connected experiences. In particular, smart apps connected to products and CRM systems will emerge. In 2013, leading marketers will anticipate the longer-term mobile disruption and shift from tactical efforts to more transformative mobile strategies.
Implementing this strategy requires significant investment and marketing control
Mobile on the cheap is over. Implementing the complex technology to make the most of mobile opportunities requires a new vision of how to interact with customers, significant changes in culture and competencies across business and IT, and more investment. Leading marketers will take back mobile ownership from agencies and services vendors.
It is still early days: Some hyped mobile trends will disappoint
Indoor location, cross-channel attribution, responsive design, automated mobile marketing and targeting solutions, mobile “big data,” and other mobile technologies will make progress, but they won’t be game-changers this year.
“Mobile’s dynamics of immediacy and ubiquity will challenge the notion that mobile is immature. Innovators will overcome any concerns about maturity to make big, strategic investments in mobile to pull ahead of their competitors.
“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,” he says.
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