Businesses prepare to go mobile for 2011
Businesses are seeing the viability in website promotion on mobile platforms, new research shows, as companies develop their own use of it.
Businesses plan more investment in mobile platforms in 2011
Thursday, January 27 2011 by Catherine Ferguson
Nearly three-quarters of companies in the US are planning to boost website promotion investment, among other funding, in mobile channels in 2011, according to a new report.
Econsultancy’s Customer Engagement Report discovered that almost half of the companies interviewed were also planning to move into mobile commerce. Produced in conjunction with cScape, it was also concluded that businesses have little or no fear of social media, while firms are seeing the value of mobile as a result.
Most company respondents – an impressive 73 per cent – planned to invest in mobile channels this year, representing a jump of 13 per cent since last year’s survey. Meanwhile, 19 per cent of client respondents planned to invest “significantly”.
The use of apps in particular was discussed with marketing agencies – 41 per cent of them say that applications have had a measurable impact on clients, while only less than a quarter of companies claimed the same.
Around 23 per cent of firms are currently creating mobile apps as part of their managed emarketing experience, while 47 per cent planned to do so in the next year.
However, the push for managed emarketing on mobiles is not without its difficulties. Econsultancy continued: “Many companies say they do not have the expertise to initiate mobile projects and this is mainly because they do not have specialised personnel.
“The lack of knowledge and skills is sometimes preventing organisations from fully understanding and realising the potential benefits and business value.”
It added that another issue that is problematic is the lack of buying-in to the concept by senior management, particularly as it has hardly been integrated into existing operations.
The mobile spending spree may be targeting the UK above all else. A new study from Kelkoo and the Centre for Retail Research discovered that the UK is the leading online spender in Europe, accounting for no less than 30 per cent of all internet retail sales on the continent.
Living Streams “Improving clients’ profitability through better use of the internet”.