Mobile Marketing Adoption Slow But Sure

According to a new StrongMail survey conducted in conjunction with Zoomerang from April 11 to 23, 2012, reflecting the attitudes of business leaders in regards to mobile marketing adoption, budgets, techniques, challenges, benefits and integration with other channels, only 45% of businesses are conducting some form of mobile marketing, with mobile websites, mobile applications and QR codes the most popular forms of mobile marketing, but less than half of marketers are currently running any of them. Of those who are, 57% have been running them for only a year or less. 

Mobile Marketing In Use (% Business Execs Worldwide)

Mobile Marketing

% of Respondents

Mobile website

70%

Mobile apps

55

Mobile QR codes

49

SMS/MMS

40

Mobile advertising

34

Mobile push

24

Mobile search

23

Location based mobile mktg.

13

Source: StrongMail, May 2012

Nearly half of businesses conducting mobile marketing have achieved a basic level of integration between their email and mobile programs, with top areas of focus being mobile landing pages (32%), mobile number capture at email sign-up (25%) and mobile optimized email templates (22%). More sophisticated tactics like leveraging mobile response data to optimize offers in email or other channels are only used by 29% of businesses engaged in mobile marketing.

Mobile Marketing Objectives (Multiple Response)

Objective

% of Respondents

Increase sales

59%

Improve customer service

52

Increase brand awareness

49

Acquire new customers

45

Grow mobile opt-in list

14

Grow email opt-in list

13

Lower support costs

6

Don’t know

5

Source: StrongMail, May 2012

 The mobile marketing opportunity is not lost with marketers, as 75% of businesses not currently running programs plan to within a year or more, and of those businesses that are, 70% expect to see their budgets increase over the same time period. 

Use of Mobile As Marketing Channel (% of Respondents)

Currently Using

% of Respondents

Yes

45%

No

55%

   Plan in next 6 mos

14%

   Plan in 6-12 mos

29%

   Plan ≥ 1 year

32

   No plans

25

Source: StrongMail, May 2012

When asked to identify the top obstacle to launching a mobile program, 37% of businesses cited lack of strategy, followed lack of resources at 22%. Mobile marketing budgets also remain a small fraction of overall interactive budgets, with 54% of businesses allocating 5% or less to mobile programs. Nearly a quarter of businesses reported less than 1% allocated to mobile.  On the positive side, 55% report increased budgets over the past year.

Interactive Budget Allocated to Mobile (% of Respondents)

Percent Allocated

% of Respondents

< 1%

24%

2-3

20

4-5

10

6-10

7

6

Don’t know

33

Source: StrongMail, May 2012

 The survey found that 55% of respondents had increased their mobile budget over the past year, and 70% planned to increase it in the coming year. Only 1% of respondents said they planned to decrease their mobile ad budget over the next 12 months.

Budget Expectation for Mobile Marketing in Next 12 Months

Expectation

% of Respondents

Increase

70%

Decrease

1

Same

13

Don’t know

15

Source: StrongMail, May 2012

 And, of interest in serving these companies, the department most responsible is that responsible for online and interactive marketing.

Department Managing Mobile Marketing

Department

% of Respondents

Email marketing

14%

Direct marketing

6

Online/interactive marketing

37

Dedicated mobile marketing function

7

Shared w/multiple departments

32

Source: StrongMail, May 2012

Survey Highlights Summary:

  • 45% have adopted mobile marketing; 57% have been doing it for 12 months or less
  • 37% cite lack of strategy as top reason for lack of adoption, followed by lack of resources (22%)
  • 55% reported increased mobile marketing budgets for past 12 months; only 2% saw a decrease
  • 70% expect their budget to increase in the next 12 months
  • 43% have integrated email marketing and mobile marketing

For additional information and a full copy of the survey and results, please visit StrongMail here.

 

 

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