While mobile penetration is set to tip 81% in Australia in 2015, the dollars are slow to follow with less than 5% of most businesses’ marketing spend going towards the space, according to Forrester Research.
The 2015 mobile predictions from the research company found that while mobile will continue to gain on TV, print, radio and online, few marketers will match the increase in mobile usage with an increase in spending on mobile advertising or app development.
It's not all dire news however, with the research stating that the emergence of mobile will give chief technology officers a real chance to show their skills as they start to lead more and more mobile initiatives.
“In many other parts of the world, marketing teams tend to lead mobile initiatives, but in Asia Pacific, CIOs are often leading mobile initiatives across the business — or trying to. Setting up the right structures, teams, capabilities, and practices to guide, improve, and develop compelling mobile services can be the difference between your company adopting piecemeal digital capabilities versus internalising them and actually becoming a digital business.” the report stated.
The report also investigates what is standing in the way of businesses having great mobile strategies, and in some cases that can be because the business has two many strategies rather than on unified one.
“Surveys that Forrester has conducted for clients across AP have consistently shown that one of the biggest challenges companies face when developing a great mobile strategy is having too many mobile strategies,” the report said.
“A company’s ad agency might be developing an app for a promotion; the web team is mobile-enabling the website; the marketing department is developing a mobile strategy; the operations team is using mobile technologies to help streamline customer service; and the CIO’s team is developing a strategy for mobilising the workforce. Too often, these strategies all drive different customer outcomes — meaning that the customer does not have a consistent experience with a business or brand in the mobile environment.”
What this means for CIOs is that someone in the business needs to begin the process of streamlining the organisation’s mobile strategies — and the CIO is the best positioned to do this.
“Start by linking your own employee mobile capabilities to your customer and operational initiatives. Organise a meeting between all interested parties to discuss and highlight the challenges — this could be a great first step toward creating a mobile steering committee.”
For more news:
Mobile may be driving FOMO, but it's not driving us to pay
Boom time for online ad spend – but don't rest on your laurels
Brands both embrace and fear social
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