The State of Mobile Marketing

Few actually believe they have managed to make it a full part of their marketing plans.

According to a report by CMO Council and SAS, it appears that 61% of senior marketers have admitted to implementing a mobile strategy (or that it’s in development), yet few actually believe they have managed to make it a full part of their marketing plans.

Other immediate stand-outs from the survey conclude that:

  • 17% believe their mobile strategy is fully implemented
  • 44% noted that the integration is currently in the pipeline
  • 39% said they’ve neither tried to implement a mobile strategy or do not have one at all

Have a look at the following data set which asked the mobile relativity to mobile strategy:

Mobile Relative to Marketing Strategies

Items that stand out from this graph (at least the ones that catch the eye) include:

  • 22% of individuals feel it’s a “shiny toy” in terms of marketing tools
  • 48% agree it’s not central to their marketing strategy
  • 4% (only) admit that it comes first to customer experiences

On the flip-side we do see that elements of mobile are being implemented with many marketing teams and businesses:

Mobile Components
  • 75% say they are using a mobile-optimized website
  • 66% say they are currently using a mobile app
  • 49% say they are focusing on mobile advertising

How are people using social to measure performance?

Performance Measures
  • 39% attribute the channels to improving customer satisfaction
  • 34% find social buzz is a major indicator
  • 41% base their performance around the web traffic they receive

This begs us to ponder the question of where mobile marketing is going in the foreseeable future.

On one end, we see that mobile strategy has a slow roll-out for most individuals surveyed yet, on the other hand, the adoption of mobile-friendly elements and using the channels to measure performance seem to be well accepted and becoming the norm.

We are at a pivotal time in online marketing and business. We can reflect on what’s happening now the same as we experienced with the resistence of so many businesses lagging behind in having any online presence (even the basic website). But, in due time, education and best practices will come forward along with resources and tools to ease the implementation of social into the everyday marketing strategy. Who knows how long that may be, but looking at the two later data sets, we can imagine that it shouldn’t be too much further into the future.

Are you having trouble implementing mobile into your marketing strategy? Don’t want to be the 39% that lack any implementation? Get in touch with us at adQuadrant and we will guide you through the services we offer to bring your business into the social stage of marketing.

Article inspired by: The State of Mobile Marketing Strategy

Image by dhester

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