Marketers Investing Heavily in Customer-facing Mobile Initiatives But Failing to Make the Grade

Marketers are planning to invest an average of $543,000 on customer-facing mobile projects in the next 12-18 months, according to the Mobile Business Forecast for Marketers 2012 research published today by Antenna Software. The report looks at the types of mobile deployments brands are undertaking and the difficulties they face in getting customers to use the mobile solutions developed. Crucially, the research indicates that investment in the use of outside creative agencies will likely decrease as brands look for more control over the development and management of their mobile initiatives.

via Marketers Investing Heavily in Customer-facing Mobile Initiatives But Failing to Make the Grade – MarketWatch.

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