Study: Few Marketers Using Mobile Marketing Strategies

Although marketers know mobile is a strategic imperative, the vast majority still fail to strategically integrate it into their marketing mix, according to fresh findings from Forrester. 

Only 13% of marketers say they strategically integrate mobile systematically. 

Not surprisingly, therefore, only 27% of marketers surveyed by Forrester said the ROI of their mobile marketing campaigns was profitable, while a staggering 67% said they simply cannot measure it.

In addition, only 20% of marketers presently have the budget they need for mobile initiatives, by Forrester’s reckoning. The majority of marketers still have limited full-time resources dedicated to mobile, and only 10% consider their companies to be mobile-savvy organizations. 

Marketers supplement their internal development capabilities, with 56% of them working with several partners -- agencies, specialty vendors and platform providers -- to support integrated mobile initiatives from comprehensive strategy through execution.

As as result, marketers are still getting a handle on how mobile tactics work, how to implement them, and how to measure success.

Without mobile programs in-market to learn from and optimize their skill sets, marketers will be stuck in the test-and-learn phase and remain unable to demonstrate the expertise needed to win over executives, the research suggests.

To carve out a mobile budget that matches the current opportunity, marketers also must build a compelling business case, according to Forrester.


2 comments about "Study: Few Marketers Using Mobile Marketing Strategies".
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  1. Vaishnavi Nair from Bfonics, March 29, 2016 at 5:22 a.m.

    Great Post, Utilizing beacon technology as one of the marketing tool is the next big step businesses can leap. Marketers have started to adopt beacon based proximity marketing techniques: Beacon technology provides better reach, easy installations and highly accurate indoor location tracking. Advancements in technology and increased market awareness will attract retailers and other business owners to look at proximity marketing as a futuristic mobile marketing tool.

  2. Vaishnavi Nair from Bfonics, March 29, 2016 at 5:31 a.m.

    To know more on beacon technology, Visit:

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