Some 57% of marketers do not have defined mobile objectives, according to a new Forrester survey of 74 marketing executives — despite mobile now representing more than 20% of overall traffic to websites in both the US and EU. What’s more, 29% of surveyed marketers are still experimenting with mobile measurement techniques, and more than a quarter currently use mobile to “appear innovative.”

The reality, writes Forrester in new research, is that many marketers are simply not in a position to mature their mobile marketing programs, which lack defined objectives and measurement techniques. So what comes next? A good first step, writes Forrester, is to embrace a mobile analytics solution — which fewer than half of surveyed marketers have implemented as of yet.

To learn more about this study, visit the Marketing Leadership blog.