Nearly Half Of Brands, Agencies Still Don’t Have A Mobile Strategy

It seems shocking, but 48% of companies and 46% of agencies participating in a study from Econsultancy, in partnership with Adobe Marketing Cloud released Friday, still don’t have a mobile advertising and marketing strategy. Some 32% of companies and 43% of agencies say they have a strategy, but it’s not well defined. About 60% of companies that don’t have a mobile strategy don’t know the percentage of Web site traffic that comes to their Web site via a mobile device, compared with 78% that do have a defined mobile strategy.Some 61% of companies that don’t have a mobile strategy don’t know the types of devices customers use, compared with 78% that do.On average, 28% of ecommerce sales are transacted on mobile devices — up from 21% in 2015 and 16% in 2014. And while the rate is likely to accelerate, consumers want easier, more intuitive systems, where search creates the means to easier find the product and quickly checkout.The report points to Starbucks’ Mobile Order & Pay platform that drives 5 million transactions monthly, that more than 20% of the company’s mobile transactions taking place this way.

Source: Nearly Half Of Brands, Agencies Still Don’t Have A Mobile Strategy 08/01/2016

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