Marketing technology company [x+1]
is gearing up to release a research report comparing how marketers and consumers perceive the value of certain ad types, and the company's VP of marketing John Haake gave RTM Daily an early look at
the key findings. Chief among them: only 3% of marketers are finding "good ROI" in mobile.
The data is part of a research study [x+1] co-commissioned with Research Now, and the full report is expected to be released within a month. "What we were trying to do is understand where marketing budgets aligned with effective advertising as defined by the actual consumer," Haake said. The data comes from 250 consumers and 200 marketers and the survey was conducted in mid-July.
While only 3% of marketers reported "good ROI" in mobile, Haake believes all signs still point toward mobile becoming a bigger part of the marketing mix. "It takes a long time for the dollars to actually flow to where the eyeball is," he pointed out. He added, "The interjection of programmatic techs and better targeting data has created something of value in [mobile] that may have not existed for consumers in the past."
Even though marketers are responding to consumer
behavior by budgeting more for mobile, Haake noted that "clearly it is something that we haven't found the right combination for. No one, including consumers, is particularly satisfied with the type
of communications that are occurring there."