Study finds mobile strategies lacking

The majority of mainstream companies do not have a well-defined mobile strategy, according to a study by market research company eConsultancy and Kontagent, a provider of mobile marketing services.

"Most of the companies we talked to have responded to the growth in mobile with ad hoc development in a rush to get onto the platform," said Stefan Tornquist, VP of research at Econsultancy U.S., in a statement. "They have pushed ahead in resources, without taking the time to think through a complete mobile strategy. This will inevitably set them back."

The report, "2013 Mobile Sophistication and Strategy Report," which polled via email and social media 1,300 senior executives in January and February, found only 25 percent of respondents have a well-defined mobile strategy in place. However, though mobile strategies are not where they need to be, 45 percent of respondents do have a mobile strategy that extends beyond 2013, and 64 percent are planning to increase mobile spending.

The study also found more than half (56 percent) of marketers rated their own mobile sites average or below average. Organizations are also not adapting their mobile apps to the needs of their customers and prospects, with only 32 percent of mainstream companies making changes more often than quarterly.

Almost half of respondents do think integration is important, with 48 percent planning to measure cross-channel influence with mobile. However, although most mainstream companies plan to measure cross-channel influence, only 15 percent currently do so.

"Many companies fall into the trap that they believe they need a consistent mobile presence, but fall short not taking the proper steps to ensure the experience is effective," said Jeff Tseng, CEO of Kontagent, in a statement. "This is similar to when businesses first established their Web presence. However, mobile adoption is outpacing any historical adoption trend. Businesses that will succeed on this next wave need to understand how to not only build outstanding experiences on mobile platforms, but also leverage user data rigorously in order to best measure and improve their mobile offerings."