How Marketers Approach Mobile
If your company hasn't embraced the mobile phenomenon, it needs to. Study after study shows that the mobile space is growing — and fast — in demand, adoption and consumption. The latest study from King Fish Media, Maxymiser, HubSpot and Junta42 is no different: Mobile Marketing: Plans, Trends and Measurability — What Do Marketers Think? surveyed 560 corporate management teams, marketers and sales management professionals on their usage of mobile technologies.
One-third of the respondents said they currently have a mobile marketing strategy in place, with that figure rising to 45 percent for larger companies (classified as those companies having 1,000-plus employees). Of the 64 percent of respondents without a mobile strategy in place (3 percent said they didn't know if they had a mobile marketing strategy), 62 percent plan on getting one within the next year. Other notable findings from the report include the following:
- nearly 66 percent of respondents have a mobile site;
- 28 percent have a mobile app;
- 27 percent have both a mobile site and mobile app;
- 43 percent plan on having a mobile app in the next year;
- 49 percent plan on using both a mobile site and a mobile app in 2012;
- 23 percent are selling products and/or services via a mobile site or app; and
- 35 percent plan on doing so in the next year.
Mobile marketing is currently only accounting for, on average, 12 percent of marketing spend. This is expected to rise to 19 percent in 2012, with 82 percent of respondents saying they plan to increase their mobile marketing budgets next year. Fewer than 25 percent of respondents said they advertise on mobile platforms, but of those that do, 47 percent claimed it met or exceeded their expectations.
Only 45 percent of respondents said that mobile marketing is currently an important part of their marketing strategy. But again, this number rises to 54 percent for larger companies. Fifty-nine percent of the respondents said they track traffic to their e-commerce site from mobile devices, with the average amount of traffic coming via mobile being 8 percent. Twenty-four percent of the respondents said that their return on investment for mobile programs have met or exceeded their expectations.