©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.
If mobile has become more than an afterthought for companies, it’s still far from being a key part of their marketing or e-commerce efforts. A new survey of more than 200 global companies by Forrester finds that more than half (57%) don’t have a mobile consumer strategy or are in the early stages of developing one.
Only one-third have had a mobile strategy in place for more than a year, and 10% for less than a year. Perhaps the lack of urgency is because mobile is seen less as a way to boost revenue and acquire customers than a way to increase consumer engagement, satisfaction and loyalty — a value-add.