Predictions Report

Predictions 2015: Most Brands Will Underinvest In Mobile

Brands Embracing The Mobile Mind Shift Will Pull Ahead Of Those Treating Mobile As Just Another Channel

November 11th, 2014
Thomas Husson, Vice President, Principal Analyst
Thomas Husson Vice President, Principal Analyst
Julie Ask, null
Julie Ask
With contributors:
Carrie Johnson , Luca S. Paderni , Ryan Skinner , Jennifer Wise , Fatemeh Khatibloo , Laura Naparstek , Kasia Madej , Denee Carrington

Summary

In 2015, marketing leaders who have embraced the mobile mind shift will accelerate spending to create an insurmountable gap between themselves — the industry leaders — and the laggards who view mobile as just another channel. Mobile-shifted marketers will transform their brands' customer experiences and drive business outcomes by taking a sophisticated approach that focuses on how to activate mobile experiences. Success stories will be few in number. In 2015, we will also see marketing leaders who look at mobile as just another channel struggle to deliver results, differentiate their brands, and justify the budgets they need to stay competitive. This sixth annual mobile predictions report highlights new mobile trends for 2015.

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