Only a small majority of marketers - 59 percent - know their customers’ usage and attitudes toward mobile phones, according to the report, “The State Of Mobile Technology For Marketers, 2014.” The failure to close the gap between how customers are using mobile and how marketers are using it will have real ramifications for marketers within two to three years by increasing opportunity costs, make brands irrelevant, leaving companies unprepared to evolve their business model, forcing them to stick with outmoded computing form factors and eating up budget. “Mobile is the catalyst for broader technology and marketing changes,” said Thomas Husson, Paris-based vice president and principal analyst of the marketing and strategy client group at Forrester as well as author of the report. “Marketers who are not ready to move away from a traditional marketing approach to develop new experiences for the most complex platform today will be lost in a world where computing will be disconnected from screens and where connected objects and wearables create new opportunities.” Get the full story at the Mobile Marketer