Chinese consumers are the most likely to receive coupons and promotions on their phones, according to a newly released Forrester report.

Thirty-five percent of adult phone owners are doing so at least on a monthly basis.

Thomas Husson, vice president, principal analyst, Forrester Research says this figure is above the Japanese average (25 percent) and as many as nine times more than the average Canadian user.

Conducted in the first quarter of 2013, this report indicates that globally, more than one billion individuals own a smartphone today, and we expect an installed base of three billion devices by 2017.

Despite this increase in smartphone adoption, only 45 percent of marketers surveyed have actually defined a mobile roadmap for the next six months. Mobile is mostly handled on a project-by-project basis and requires a coherent, integrated approach.

Fix the basics

Mobile is typically seen as just another media or channel and many executives should make efforts to understand the strategic impact of mobile on customer expectations.

Customer expectations have changed with mobile, and today, people demand very relevant and contextualised experiences. No one wants to wait for the information and users want services immediately.

It is not advisable for businesses to keep on moving from project to project. Having a five-year mobile plan is important for stability and will lead to cost savings that can be used for better purposes.

Working closely with eBusiness team on delivering a task-based experience and streamlining the mobile checkout process can improve the return on investment of mobile marketing campaigns.

Marketers should move away from traditional marketing approaches to adopt innovative ideas lest they should be left out by those who are able to successfully evolve their business model.