Marketers too fixated on apps

Marketers are failing to invest in targeted mobile channels, such as search, by being too fixated on smartphone apps, according to a study by Forrester Research.

/o/y/r/NMAlogo.jpg
/m/p/o/AppsFuturePublishing.jpg

The report, which surveyed over 260 marketing professionals across Europe, found that 32% of UK marketers had launched a branded mobile app in the last year while only 26% had optimised their websites for mobile browsing.

Similarly, only 24% used mobile search as part of their campaigns as of December last year.

This despite the fact that only 14% of consumers had downloaded an app and 34% had accessed the mobile web via their phone.

Report author and Forrester analyst Nate Elliott, says: “Whenever a new platform or channel emerges, marketers seem to forget the fundamentals of good research and chase whatever shiny object [in this case mobile apps] crosses their path – and mobile is no different.

“If you’re taking the plunge into mobile marketing, don’t limit your audience further by focusing on ’hot’ tools that few people actually use.”

This story first appeared on New Media Age. For more digital stories and analysis’ from NMA click here now

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here