A majority of the brands taking the plunge into mobile aren't tracking their results or attempting to learn whether their efforts are paying off, according to a study by mobile consumer research company Kontagent and Econsultancy. While companies acknowledge the need to go mobile, they're doing so in the absence of a thought-out strategy, said Dan Kimball, chief marketing officer for Kontagent. "What [brands] are having trouble understanding is mobile is not just sitting at a PC. It's on the go; it's always on."
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