Gap between mobile use and spend is growing: Forrester

    Forrester reports that half of digital professionals are spending less than $1 million annually on development costs, not nearly enough when a transactional application can cost up to $2 million annually and a marketing app up to $500,000. To address the discrepancy between mobile use and spend, marketers must focus on how mobile benefits customer value, brand engagement, business impact and mobile agility to convince their bosses to reallocate budgets.

    "Mobile is rightly primarily perceived as a loyalty channel for now - a way to increase customer engagement or improve customer satisfaction -not so much as an acquisition tool," said Thomas Husson, Paris-based vice president and principal analyst of the marketing and strategy client group at Forrester as well as a co-author of the report.

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