Recently I created a poll on LinkedIn asking “Why are businesses so slow to adopt mobile apps or websites?” For example, this report from December 2012 showed that ‘The big news is that 12 percent of Interbrand’s Top 50 retailers don’t have a mobile presence’ and another from September 2012 showed that “98% SMB websites are not mobile optimized.“
While not statistically significant, this informal poll saw 67% of participants responding that the biggest reason was organizational resistance to change. And yes, that’s a hard one to fight, when the organization isn’t ready to change and the outstanding growth of mobile isn’t convincing them, what do you do?
What do you think? Do you agree that this is the biggest challenge marketers face in trying to launch mobile marketing programs? Will 2013 finally be the year that organizations see the value and really start investing in mobile development and marketing?
Michelle LeBlanc is a Social Media Strategist at IIR USA with a specialization in marketing.