Only 1 in 4 companies with standard mobile activity have a well-defined strategy, according to the study conducted by the consulting firm Econsultancy in partnership with Kontagent. The study divided the 823 participating companies into two groups. Those with an active mobile program have been referred to as “mobile first”, those that have a majority of clients / audience accessing their page using a mobile device, Or have their first line of income thanks to mobility. The rest of the companies are called “mobile mainstream”.

Quite predictably, the group called “mobile first” can claim that they have a well-defined mobile strategy. Even so the strategies are not present in all of them. In this sense, despite the fact that mobility has a key influence on its business, only 64% of the companies belonging to this group recognize a well-defined strategy. Agencies that have responded to the survey tend to share the overall claim, with 19% agreeing that “most marketing departments have a defined strategy around their mobile programs,” while 54% are in disagreement.

While strategies can still be found to be undeveloped, this situation may reverse in the future if, as acknowledged by 45% of the companies within the “mobile mainstream” group and 71% of the “mobile first” group, the Company is working in conjunction with marketing and technology departments in defining their strategy.

It is also quite encouraging that, as a whole, the responses obtained recognize that they are satisfied with the results of their companies’ mobile efforts, with 70% of the mobile first and 61% of the mobile mainstream saying that their mobile offer is Meeting or exceeding expected expectations. But the surveyors warn that a significant proportion (14% and 21% respectively) either do not yet have well-defined expectations or do not have sufficient data to do so.

The study also reveals that most companies have simply “launched” their mobile programs online, without having previously developed a global strategy that will slow them down when it comes to increasing their budgets this year. So it is not surprising that approximately 7 out of 10 responses from each of the two groups, recognize that their budgets are going to be increased this year. These results are in line with the Forrester Consulting study, which revealed that most of this year’s mobile marketing budgets would increase, despite concerns about ROI