©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.
A lack of analytics, audience size and fragmentation are among the still face mobile marketers despite the growth mobile media consumptions, according to a new report from digital agency 360i. When it comes to research on mobile usage and advertising, for instance, the firm points out that it’s often not as extensive as that covering Web sites and Internet users.
That puts the onus on marketers to focus on gathering data from their own mobile initiatives. Marketers need to analyze how mobile users are accessing their mobile sites and how those behavior patterns match up with what users are doing online,” advises 360i. “This can be even more complicated if there separate mobile sites and applications.”