The percentage of US CMOs who report that the following factors limit the success of their companies’ mobile marketing activities:
- Difficulty tracking the customer across the journey
- Insufficient in-house mobile expertise
- Unclear objectives for the mobile marketing strategy
- Weak link between the mobile strategy and the broader marketing strategy
- Difficulty identifying the mobile customer audience
- The content not being sufficiently personalized
- Undisciplined approach to monitoring mobile metrics
- Content not being as engaging as it needs to be
- Unclear ownership of mobile initiatives within the company
- Lack of a mobile-friendly website
