Website Magazine: Follow the Mobile Leader [Blog]

The mobile channel is redefining digital initiatives. In fact, 80 percent of marketers using mobile believe their efforts on the channel do or will provide a return on investment, according to the 2014 State of Marketing report from ExactTarget, a Salesforce company.

Despite marketers’ optimism, the same report indicates that less than a third of marketers are actually using some of mobile’s most-promising capabilities like location-based functionality. Far fewer are utilizing mobile push notifications – failing to capitalize on 48 percent of U.S. shoppers who would be receptive to receiving messages and promotions to their phones based on their in-store browsing behavior, according to data from Usablenet.

To make mobile work, strategies must be put in place that address mobile’s unique possibilities and the development, promotion and analysis of the mobile Web – anything less will come up short. In this month’s feature article, discover several mobile Web strategies that are providing rewards to today’s most successful enterprises.

Read the article on Website Magazine