It is almost silly to think that in 2013, many enterprises are still struggling with mobile strategies. The fact of the matter is that enterprises can sometimes be just as big, slow and bureaucratic as the Federal government. That can also be true for the enterprise marketing departments that are, ostensibly, supposed to be ahead of the curve of the rest of the organization.
Research firm Forrester has identified the top 10 trends that enterprise marketers need to know in 2013, and the actionable responses they should take to prepare a multi-year mobile strategy to push their companies into the future. The key takeaway? It's time to invest resources in mobile - including time, money and people.
Among its points Forrester says that “the role of mobile marketing manager will emerge.” We are beginning see these types of roles crop up in companies across the world. Whether it is the “VP of Mobile” or the mobile-only IT guy, enterprises are starting to fraction certain parts of the workforce to specifically deal with mobile issues. Cost conscious enterprises may not like to see their workforces become even more fragmented and specialized, but the fact of the matter is that mobile is like a weevil, ingraining itself into the infrastructure of enterprise protocols. Ignore it at your peril.
“Mobile on the cheap is over. Implementing the complex technology to make the most of mobile opportunities requires a new vision of how to interact with customers, significant changes in culture and competencies across business and IT, and more investment,” wrote Forrester analyst Thomas Husson.
What it comes down to is this: enterprises and marketers need to address multi-year use cases for smartphones and tablets, hire and organize their workforce to take advantage of the opportunities and restructure the corporate organization chart to give those people the power to make actionable decisions. Ideally, these types of changes would have started two or three years ago or before. If your enterprise is just starting to figure out how mobile is changing your processes in 2013, you are well behind the ball.
See the chart from Forrester below. What is your enterprise doing to take advantage of the Mobile Era? Let us know in the comments.
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