Brands Behind in Mobile: Few major brands believe they are “very advanced” when it comes to leveraging the opportunities provided by mobile devices to engage consumers, a CMO Council study finds.
Just 8% of 250 CMOs polled say their company already has “very advanced” capabilities with regard to mobile.
Other results include:
A further 30% remain at the strategic evaluation stage, while 26% are currently developing apps. 17% of firms boast a “quite good” level of competence and are pushing into mobile marketing.
Messaging and communications are the marketing activities of most interest for 49% of executives, ahead of social media at 35%, opt-in value-added services at 34% and customer service at 23%.
Just 16% of the sample have a mobile strategy in place at present, and 54% have one in development.
More than half (53%) of companies have or are developing a dedicated team assigned to mobile programs, and 51% are looking for ways to further mobile marketing capabilities via internal training and development.
Source: CMO Council
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