• by Jack Loechner , Staff Writer @mp_research, November 18, 2014

In a new study from the Chief Marketing Officer (CMO) Council, in partnership with SAS, 61% of marketers surveyed reveal they have deployed some form of mobile engagement. And, 54% of respondents say the mobile channel has become critical to customer interaction, retention and brand differentiation.

The world’s mobile device population is estimated to grow to more than 7.7 billion devices this year including smartphones, tablets, phablets, laptops and connected devices, says the report.

For marketers, says the report, developing comprehensive mobile relationship marketing strategies remains an area for improvement, as only 17% of marketers have mobile strategies that are fully integrated and aligned with their overarching marketing strategies. 31% admit that they either have no strategy or view mobile as a campaign and not a business strategy.

When marketers were asked to identify a brand that stood out as a leader in mobile relationship marketing, no single organization emerged, and that no one brand had yet proven to be the mobile champion.

Liz Miller, Senior Vice President of Marketing for the CMO Council, says “… savvy marketers… still perfecting where mobile integrates with their strategies… yet mobile is the channel their customers have defined as critical… it must lead as a business strategy… not simply… a less expensive, faster, readily available advertising vehicle… “

The report suggests that, as marketers look to advance mobile, budgets and confidence in data are key challenges holding back advancement. Key findings from the study reveal that:

• For many organizations, the place for mobile in the overall customer engagement strategy remains undefined
• Measurements must take on a decidedly business focus and move away from campaign metrics in order to match the strategic opportunity inherent in mobile
• Mobile is an underfunded area, as reported by about half of the respondents, possibly leading to mobile initiatives falling short of expectations
• One mobile size should not fit all, yet an overwhelming majority of respondents are developing one mobile experience for use across all operating systems. Less than one-third are creating unique experiences based on device type, OS or behavior

John Balla, Principal Marketing Strategist at SAS, observes that “… mobile is a big game-changer for marketing organizations that… see mobile as a business strategy… not just another channel… “

“Mobile is digital—it generates data that is too valuable not to analyze because whether you use analytics or not, your competitors surely will. And the multi-functionality of mobile devices and the advent of wearables provides marketers with an unprecedented opportunity to personalize engagements and to be relevant in ways that evolve into lasting relationships.”

For access to the The CMO Council white paper, “Getting in Sync With Mobile Customers,” please visit here.