Mobile Needs To Be Integral Part of Marketing Strategy

According to the 2013 “Netbiscuits People's Web Report,” summarized from Direct Marketing News, marketers know that consumers are constantly interacting with their mobile devices. About 20% of consumers spend up to 15 minutes per day searching on mobile, says the report, and 50% spend up to 30 minutes shopping per day. Marketers who want to engage customers will have to make mobile an integrated part of their overall strategies, suggests the report.

Many marketers are already heading down this road, says the summary. About 71% of marketers currently use mobile as part of their multichannel brand experiences, according to the recent report “Getting Mobile Right” by Brand Republic and Netbiscuits, and nearly 52% use the channel to increase their overall website traffic. According to the report, about 42% of marketers use the channel to enhance customer brand loyalty among mobile device users.

Primary Objectives For Using Mobile As An Engagement Channel

Objective

% of Respondents

Use mobile as part of a multi-channel experience  

71%

Increase overall web traffic  

52%

Build customer loyalty among mobile device users  

42%

Source: Netbiscuits/Brand Republic, May 2014

About half of the marketers surveyed use desktop Web analytic products to track mobile activities and about 11% rely on agencies or other third parties to monitor results. In addition, about 6% of marketers turn to marketing automation solutions to measure mobile marketing performance, according to the report.

Activities To Measure The Success Of Mobile Marketing

Measurement

% of Respondents

Using a desktop web analytics product that also tracks mobile

50%

Relying on an agency or third party

11

Using marketing automation solutions that monitor mobile activities

6

Source: Netbiscuits/Brand Republic, May 2014

When asked how they measure the success of their mobile efforts, says the report, nearly 12% of marketers admitted that they don't focus on mobile as a channel. In addition, about 9% of marketers said a lack of tools makes accurately measuring mobile activities difficult, and approximately 4% said that they can not measure mobile activity at all.

Marketers Mobile Measurement Abilities

Ability

% of respondents

Don’t focus on mobile as a channel

12%

Find it difficult to accurately measure activity due to lack of tools

9

Are not able to measure specific mobile activity

4

Source: Netbiscuits/Brand Republic, May 2014

However, mobile is becoming an integral part of the purchase process. So, concludes the report, marketers will have to invest in mobile. According to the survey, about 31% of marketers say that they've covered their mobile strategy basics but could still benefit from more investment. In addition, about 20% of marketers say that they have mobile offerings, like a designated mobile site, and will continue to invest heavily in mobile marketing. And, another 20% admits that mobile hasn't been a focus yet, but that it will be a priority this year.

Current Mobile Strategy

Strategy

% of Respondents

We have basics but could benefit from more investment

31%

We have a mobile offering and will continue to invest heavily

20

Mobile hasn’t been a focus, but we’re prioritizing it this hear

20

Source: Netbiscuits/Brand Republic, May 2014

62% of marketers plan to incorporate responsive Web design within the next 12 months, according to the report. In addition, 18% plan to include adaptive websites, and another 18% plan to introduce dedicated mobile sites. However, 2% don't plan on making any mobile improvements.

Next 12 Months Planning By Marketers

 

Plan

% of Respondents

Responsive web design

62%

Adaptive websites

18

Dedicated mobile sites

18

Nothing mobile specific

2

Source: Netbiscuits/Brand Republic, May 2014

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