There will be many more mobile use cases going forward
Many agencies failed to integrate mobile in a meaningful way in 2011, missing an important opportunity to organically build mobile practices. As a result, this year many will be scrambling to react to the growing demand for mobile services from brands which have seen a significant increase in mobile traffic.
The growth in mobile penetration and use means agencies and brands can reach more consumers than ever before via mobile and use mobile to marketer an ever-growing array of products and services. As mobile continues to become more pervasive in consumers’ lives, it is imperative that agencies jump in or risk losing relevancy.
“There are both agencies and brands that sit in very different places across the mobile and multi-channel maturity curve,” said David Hewitt, vice president and global mobile practice lead for SapientNitro, Boston.
“Those that don’t have good tooth in the [mobile] space this coming year, will really start to show their wear and declining relevancy to today’s consumer that is eagerly waiting for a fully integrated and next generation mobile experience,” he said.
Part of the problem is that agencies and brands have not kept pace with consumers, who are embracing mobile devices for a growing array of activities.
Brands and agencies have often been the ones pushing new ways of doing things that have not caught on in the marketplace, but that is not the case with mobile in many instances.
Another issue is that, as agencies look to bring mobile to more consumers and products, they will need to master a wide array of new capabilities and issues including compatibility, mcommerce, messaging, location-based services, tablet optimized experiences, being adept at integrating mobile with CRM programs and creating experiences for in-store, at home and on-the-go consumers.
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