33% Don’t Use Mobile Marketing
What’s most surprising in recent research on mobile marketing from Target Marketing is that not only do double-digit percentages of marketers not use the channel, but more reported not using it in 2016 vs. 2015. So the numbers are actually going down in terms of marketers being present in a channel flooded with consumers, according to Target Marketing’s newly released study, “Marketing Mix Trends 2010-2016.”
In the meantime, the majority of marketers surveyed reported they were increasing investment in mobile marketing or keeping it the same in 2016, says Target Marketing’s analysis of years of “Media Usage Survey” data. The “Mobile” section is part of a benchmarking of marketing media channels, technology and tactics included in the Target Marketing/NAPCO Research study. Both Target Marketing and NAPCO Research are NAPCO Media brands.
The following is an excerpt from “Marketing Mix Trends 2010-2016.”
Mobile’s ubiquity shouldn’t come as a surprise, regardless of a marketer’s target audience. Older consumers, younger consumers, cross-economic-strata consumers are connected, and marketers will go where their potential customers are.
That said, the dramatic increases in use seen in 2015 were repeated, potentially indicating a new normal.
In 2016, 38 percent of respondents to Target Marketing’s survey increased their level of mobile advertising expenditures, down slightly from last year’s 42 percent, but well above the 30 percent or so seen in years past. Equally striking, 33 percent of marketers said they don’t use mobile advertising at all, an amount in-line with the 32 percent who said they didn’t a year ago, but down significantly from the half or more seen consistently in other years.
These levels, combined with the one-quarter or so whose expenditures stayed consistent (up from the mid-teens) may represent new normals.
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