Marketers too fixated on apps

Marketers are failing to invest in targeted mobile channels, such as search, by being too fixated on smartphone apps, according to a study by Forrester Research.

The report, which surveyed over 260 marketing professionals across Europe, found that 32% of UK marketers had launched a branded mobile app in the last year while only 26% had optimised their websites for mobile browsing.

via Marketers too fixated on apps | News | Marketing Week.

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