With mobile topping most business’ lists as a priority to get right, Andrew James, senior digital marketing manager for Bond University said it’s reassuring some of the larger brands still don’t have mobile down pat.

“It’s really reassuring to know that even larger brands are still trying to find their way in terms of how to create the perfect mobile user experience,” he said, speaking to B&T after a CMO Roundtable in May this year.

B&T’s Roundtable was held in conjunction with tech publication Which-50 and mobile marketing experts, AdNear and Amobee, and consisted of a number of CMOs all talking about the massive shift mobile has caused when it comes to customers.

Cameron Curtis, general manager for ANZ at AdNear, said although consumer demands are daunting, he was heartened to see many companies’ appetites for fight.

“There is a preparedness and ambition to take on the mobile challenge,” he said during the Roundtable. “Even larger organisations are much more willing to be flexible and challenging. The mindset of ‘we’ve already invested in this therefore we’re staying with this tech’ is changing.”

Another key conversation topic during the Roundtable was the abundance of data and its various uses. While there’s a heap of data splurging out of every business orifice, Emma Fraser, group director of marketing at TFE Hotels, believed brands need a hypothesis to start off with before wading into the data pool.

However AdNear’s Curtis said if you torture the data, it will eventually confess.

“When you have so much data, you can find evidence for any argument you want,” he warned during the Roundtable.