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.

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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

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