Forrester expects the number of global smartphone subscribers to reach 3.9 million by 2023. In his latest report “Reimagine Mobile To Activate The Total Brand Experience” VP and Principal Analyst Thomas Husson highlights why brands must think beyond a mobile-first design to integrate and activate a comprehensive growth-focused marketing strategy.  

The report helps CMOs to look past the device and adapt mobility to the future of emerging tech like AI, voice-based-assistance, visual search, or AR.   

Forrester Principal Analyst Thomas Husson:
“Leading brands think context not content. They leverage mobile to activate offline experiences and optimize their marketing-mix. For example, most advanced retailers measure incremental traffic and revenues to their stores, instead of obsessing about digital metrics. The role of mobile is evolving but it will remain the key to create intimate relationships with customers in real time.” said Thomas Husson, VP and Principal Analyst.

Key highlights from the report include:  

  • Mobile-First Is Failing CMOs In the US and in Europe  
    CMOs perceive mobile as a digital channel with a small screen. And most brands are not mature enough to integrate mobile into their global marketing strategy.  
  • Mobile Remains The Personal Experience Hub  
    Technologies such as voice-activated experiences, chatbots, payments, VR, and augmented reality (AR) continue to expand and evolve the role of mobile. However, the catalyst for mobile development will continue to be the delivery of personalized and contextualized experiences.  
  • Leading Brands Use Mobile Data To Optimize Physical Experiences  
    Learn lessons from pioneers in the retail, quick-service restaurant (QSR), and travel industries who think beyond screen size. Use contextual offline and transactional data to move mobile advertising from a cost to a profit center by orchestrating physical and online experiences that deepen customer relationships.  

For more information, read this blog post.