Forrester analyst Julie Ask “They spend less than 2% of their marketing and advertising budgets on mobile,” she writes. “The perception that mobile has limited business impact … causes ebusiness professionals to deprioritize mobile analytics.”
We see this a lot at BiTE. Mobile has already eclipsed the Internet and is due to overtake TV in average usage per day. This change has occurred so fast most brands (and their marketing budgets) have not adjusted to this massive disruption. those brands who are keenly aware of the shift such as Starbucks, IKEA, American Eagle, and Delta (to name a few) find themselves benefiting profoundly from first mover advantages.