Few Companies ‘Very Advanced’ in Leveraging Mobile

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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About Scott Van Camp

Scott Van Camp is editor of PR News, an executive-level, reader-supported publication that helps enhance the business impact of PR. Scott has a rich background in both journalism and PR/marketing. He has more than 15 years of experience as a writer/editor at various consumer and trade publications. Scott was with VNU Business Publications for five years, including stints as managing editor at IQ News and Technology Marketing magazines and senior editor at Brandweek. In the PR/marketing sphere, he has served as corporate communications manager at MarketBridge, a marketing and sales consultancy, and as editorial director for the Chief Marketing Officer (CMO) Council. While at the Council, Scott led several high-profile marketing research projects. He has also operated his own communications and media consulting firm, SVC Communications.

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