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Mobile to lead to organisational, cultural changes

While executives consider mobile as strategic, only 35 per cent of marketers said they have the budget they need to support their initiatives, according to a new Forrester report.

The ‘Organise For Mobile Marketing Success’ report highlights that more often than not marketing leaders lack mobile skills and ways to coordinate mobile across the company as there is no clear mobile leader.

The report highlights that global brands often have to deal with dozens of mobile initiatives that stretch across the organisation, well beyond marketing. Marketing leaders and their teams will benefit from a coordinated approach to these mobile initiatives, though most firms have yet to embrace a structure that facilitates smart prioritisation and best-practice sharing.

According to the report, marketing leaders would prefer to develop mobile expertise in-house, but it’s often difficult without existing mobile experts – there’s no one to educate and train resources. Many marketers lean heavily on agencies’ expertise, but they will quickly outgrow this arrangement as the integration of mobility in their marketing strategy matures.

Thomas Husson, VP and Principal Analyst, Forrester Research said in a company blog, “To embrace the velocity and agility required to reap the benefits of the mobile world, marketing leaders will need to transform their teams’ organization and processes. Mobile’s data granularity and velocity will drive the need to constantly iterate marketing campaigns and tactics.”

The report suggests that marketing leaders must not get mired in debates about ownership over mobile but must work with their eBusiness, customer experience, and business technology counterparts to decide how best to allocate strategic mobile resources and implement enterprise-wide mobile governance. Then they must acquire and develop mobile expertise to execute mobile campaigns.

Shubhi Tandon

Shubhi Tandon is the Assistant Editor at Digital Market Asia. Fascinated by the evolving digital media industry, she has focussed on tracking developments in the Asia Pacific market since 2014.