The Next Mobile Decade

As the smartphone evolved, so did our approach to digital marketing.

Ten years into the iPhone and four years into our mobile maturity study, most enterprise companies have matured their mobile marketing to a point where it’s treated as a key part of their overall marketing strategy. At least two-thirds of respondents says that both mobile apps and mobile websites are extremely or very important to their marketing strategies.

IT decision-makers report a much higher importance of mobile apps than their marketing counterparts. This year we saw a YOY decline in the importance of mobile apps and mobile websites for marketers, with more ranking them as “very” important versus “extremely”. This might suggest that marketers are beginning to see mobile as a central component of an integrated strategy and no longer the hot new thing.