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:
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
By Robert Jones
Robert Jones is a specialist in CRO, UX Research, insight and digital Marketing. He is CRO Analyst at Enjoy Digital. He has a Psychology Masters of Research, has run large digital marketing campaigns to build research panels and worked in insight roles for Vision Critical, ASDA and WhatUsersDo. He also managed all of Smart Insights member resources and published several guides including "How to conduct Persona Research" as well as contributing over 100 blog posts to the Smart Insights blog. When he isn’t working on marketing campaigns he is most likely eating authentic Italian food or planning his next short trip. You can connect with Robert on LinkedIn or follow him on Twitter.
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