Cover Story: Media Usage Survey 2015
Direct mail is still a critically important channel to many direct marketers, despite the fact that 11 percent of respondents report decreasing budgets. Chart 4 shows that more than half of those surveyed are still using it for purposes of both acquisition and retention. It's not that mail is going away—obviously, when the majority of marketers are either increasing or holding steady their spend on direct mail—just that newer strategies are factoring into the direct marketing equation, and its share is being spread around to other corners of the media landscape.
What Is 'Mobile Marketing' Today?
The term "Mobile Marketing" means as many different things to as many different people as you'd ask their thoughts on it. A company that offers text marketing services says that mobile is SMS—and that's right. Companies that offer location-specific retail tech say mobile is marketing to consumers where and when they are—and they are also right. But how are marketers actually spending, according to our results?
Looking at the "Do Not Use" responses in Chart 5 reveals what's not happening in the mobile arena. It would seem many marketers are just not spending on things like QR Codes, SMS, NFC, location-based technologies and augmented reality. These technologies can be sorted into two categories: Those that may be past their peak (QR codes, SMS), and those with potential yet to be fully realized (NFC, location-based tech).
So why does "mobile" still remain a prominent buzzword—and spend category? In Chart 3, 45 percent of respondents report that they're increasing mobile spending this year, and Chart 4 shows that 43 percent are counting on mobile for acquisition.
Clues in Chart 5 indicate that mobile spend is going toward optimizing websites to be useful—or even prioritized—in an increasingly on-the-go world. Mobile is being treated more and more like an extension of the online marketing environment than a phone- or location-based channel. According to one B-to-B marketer: "I feel mobile must be incorporated and to continue face-to-face relationship-building."