Nikki Gilliland says, “While mobile has become an increasing focus for digital organisations in the past few years, when it comes to executing a streamlined strategy, it appears many are still lagging behind.

As the latest Econsultancy/Adobe Digital Intelligence Briefing highlights, 48% of organisations don’t have a proper plan in place.

And out of the rest that do, many admit to a lack of cohesion.

With this in mind, here are a few key takeaways from the research, which investigates the extent to which marketers have embraced mobile marketing and how organisations are approaching and implementing mobile strategies.

The report is based on a survey of more than 4,000 marketers and digital professionals.

1. To avoid playing catch up

While the majority of consumers might still prefer to buy on desktop, the amount of mobile-only shoppers is on the rise”.

Mobile marketing strategy: Four key charts from our latest research

Econsultancy

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