Dive summary:
- Research firm Forrester reveals a few predictions for mobile in 2013 after revisiting their mobile predictions for 2012. [see full graph at Forrester]
- In 2013, mobile marketers will realize mobile's maturity and begin to build multi-year plans and large scale campaigns.
- Three key takeaways from the predictions are 1) advanced marketers will integrate mobile into a multiyear strategic vision, 2) implementing this strategy requires significant investment and marketing control, 3) it is still the early days: some much-hyped mobile trends will disappoint.
From the article:
"The trends we’ve identified for 2013 center on multiyear plans and scaled-up investments. Mobile’s dynamics of immediacy and ubiquity will challenge the notion that mobile is immature. Innovators will overcome any concerns about maturity to make big, strategic investments in mobile to pull ahead of their competitors. Differentiating with mobile will require marketers to develop the multiyear visions required to drive real change in their business and their approach to implementing mobile services."
