Rating: Dissatisfaction driving more projects in-house
Antenna Software has just released the results of research into brands’ mobile projects. The research was conducted by Vanson Bourne, who interviewed 1,000 business decision makers for the survey. The main finding from the research is that marketers intend to invest on average £340,000 in consumer mobile projects over the next 12-18 months. Significantly, the research also found that only on in five UK and US businesses have seen their customer-facing mobile projects adopted by ‘the majority’ of the consumers they were targeting. The research also indicates that investment in the use of outside creative agencies will likely decrease as brands look for more control over the development and management of their mobile initiatives.The survey found that 45 per cent of brands are currently working on a mobile website and 43 per cent on ‘native’ mobile apps for consumers.
Additionally, 32 per cent of businesses are working on web-apps for their customers, while 14 per cent are working on building their own branded app stores unique to their company.
There seems to be a high degree of frustration and dissatisfaction with the results of current mobile campaigns.
Forty-five per cent of businesses who used a third-party agency said that they were dissatisfied with the length of time it took to complete the project.
Meanwhile 21 per cent said the final product was not easy to use, plus 11 per cent said they felt the final build was not ‘sleek’ enough. One in ten said they did not feel it aligned to company branding.
” Demand for mobile apps has skyrocketed and helped ignite a marketing renaissance. Marketers are spending more and more on mobile, looking at new ways to engage with customers and offer a truly multi-channel experience,” commented Jim Somers, chief marketing and strategy officer with Antenna Software.
He added, “That’s not just through traditional apps, but also mobile websites, web apps and even their own branded app stores.
As more brands embrace the mobile channel as a strategic driver for their business, a growing number of companies are recognising the need for a unified mobile platform to manage and secure all their initiatives under one roof.”
The research has been published as the Mobile Business Forecast for Marketers 2012 and can be downloaded from here