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Mobile Key to Growth

20 Feb, 2013 By: Doug McPherson

CAMBRIDGE, Mass. – Marketers should invest in mobile this year as consumers shift from PCs to portable devices.

That’s the advice from Forrester based on its new report asserting that mobile is driving a “second Internet revolution.” Forrester shares several mobile trends for 2013 and steps marketers should take to respond. It points out that advanced mobile services rely on Web services, analytics and real-time data that demand investment.

Forrester says Mondelez Intl.’s (formerly Kraft Foods) decision to allocate 10 percent of its global marketing budget to mobile is a good example of a company that’s making mobile a priority.

The research firm predicts tablets will have a major impact on E-commerce as they slowly replace PCs. “Conversion rates are already higher on tablets than smartphones and will continue to gain wider adoption. Brands and retailers should not lump the devices together as ‘mobile’ but as separate platforms,” the report says.

For global corporations, Forrester project mobile will play a key role in expanding into emerging markets in Asia, Latin America and Africa. The company adds that both tablet and smartphone ownership will continue to rise in those regions. To capitalize, companies should find local partners and marketing specialists to build their mobile presence.

Internally, Forrester says companies will take over more responsibility for managing mobile operations from agencies and vendors. Forrester also sees a rise in mobile marketing managers within organizations to oversee programs.

Forrester analysts and report authors Thomas Husson and Julie Ask do warn about hyped mobile technologies that will not gain traction this year such as near field communication, cross-channel attribution, automated targeting solutions and responsive design.

Apart from those, Forrester does not expect to see many “great user experiences” in mobile during 2013. “In part, this is because too many marketing professionals are designing for mobile with PC-centric use cases in mind,” the report says.

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