"[...] Too often companies think they can just throw something at the wall and see what sticks without having a clear understanding of exactly what their customers need, and what they need to do in order to serve their customers best through mobile," he continued.
Jeff Hasen, mobile strategist, author of "The Art of Mobile Persuasion" and founder of Gotta Mobilize, a Seattle-based mobile strategy consultancy, agreed, citing poor planning as one of the biggest mistakes marketers make. "We continually hear from businesses that they need a mobile app. But when you ask why, there often is little regard for the customer, and his or her preferences," he said. "Is an app the best way to engage with them, or does the fact that there are millions of apps create challenges like discoverability and repeated usage?"