A recent report in MobileInsider noted that, despite the heaps of evidence supporting the power of mobile as a platform for reaching and engaging consumers, Forrester analyst Thomas Hussan predicts the vast majority of brands will be under investing in mobile this year. So what gives?
Mr. Hussan attributes this disconnect to a fundamental lack of understanding that a brand’s mobile strategy needs to be about more than a marketing or loyalty points app. It needs to be about elevating the....