These are the biggest challenges marketers are facing with mobile

Chart of the day: Creating the right content is one of the biggest challenges facing marketers when it comes to mobile marketing

Research by Incite Group and Open mobile media, has revealed in their latest State of Mobile report, that content is marketers biggest challenge. Even with advancement in technology, creating the right content and relevant content is still as important as ever, as that's essentially what mobile marketing (in terms of mobile applications and mobile websites) comes down too, the right content.

The research also found that context (and relevance) as well as marketing feeling quite separate from other parts of the business, were big challenges for marketers too.

The research also found:

1. Understand the customer was the biggest challenge facing mobile product management teams, followed by monetization strategy and fragmented OS environment
2. Increasing brand awareness and engagement are the biggest objectives for mobile advertising
3. Over half (52.9%) are able to offer a personalized and contextual experience to their users, with personalization in the form of location, user interface and purchase history, being most popular
4. Creating a consistent experience across platforms was a big UX challenge, as well as usability and ease of use in general

Mobile has become mainstream, as the report authors put it - mobile is no longer an experiment, it's a part of the core marketing strategy, but challenges around UX, monetization and content marketing most certainly don't go away.

Key takeaways

Usability testing is a great start, test before developing anything (low-fidelity prototypes for example) and test before you go live. Combine your mobile marketing colleagues into your main team and include mobile as a core part of the strategy. It's not about mobile first or mobile second, mobile is simply another way of accessing your website.

The research will be presented at the Open Mobile Summit in San Francisco on 29-30 November 2017.

Source: State of Mobile 2017 

Sample: 500 mobile experts

Recommended resource: Digital Experience Management Toolkit