The article discusses the critical need for B2C brands to adopt a strong and unified mobile strategy, as highlighted by an October 2024 survey by Airship and EMARKETER. Brands face significant fragmentation in their mobile marketing, with many admitting that a disjointed approach hampers customer experience. The importance of mobile is underscored by forecasts predicting that mobile devices will account for nearly half of digital media time by 2026. Despite recognizing these challenges, a significant portion of brands is working to enhance their mobile strategies to align goals and improve customer engagement.
Many B2C brands find that a disconnected mobile marketing strategy hampers customer experience, with 90.3% acknowledging it as a major obstacle affecting their operations.
Mobile devices will dominate digital media consumption by 2026, with 48.8% of time spent on these devices, emphasizing the need for a unified mobile strategy.
79.2% of brands struggle with a lack of alignment in goals and priorities across departments, complicating efforts to create a cohesive mobile experience.
Despite challenges, 71% of brands recognize the need for a more integrated mobile strategy, indicating a proactive approach to overcoming existing fragmentation.
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