Cover Story: Media Usage Forecast 2012
Some respondents were far warmer to the mobile channel. "The explosive growth of mobile can't be ignored anymore," says one B-to-C marketer. "Mobile visitors will account for 10 percent to 12 percent of our Web traffic, and up to 30 percent of our email is read on a mobile device."
As noted above, mobile saw the largest percentage growth as an acquisition channel. As a retention vehicle, mobile Web/apps and text/SMS/phone were each used by only 9 percent of firms in 2011. In 2012, those numbers jump to 20 percent and 16 percent, respectively. One B-to-B marketer explained, "We are increasing our direct mail and incorporating mobile messaging into our mix to provide timely updates since mobile SMS gets opened at a high rate."
The Next Big Thing
The next big thing is content marketing, but let me explain that by talking about QR Codes.
QR Codes have been a very controversial marketing technology. In concept, the ability to put a link on paper that launches a Web page on smartphones sounds brilliant. In practice, marketers have had mixed results. One B-to-B respondent said, "In the B-to-B marketing space, it seems some of the blogging and video done five years ago are resurfacing as viable options. Other things like QR Codes appear to have been a flash in the pan."
There was a time when Web video was considered the flash in the pan, but that ignores the larger question: Who's using these new technologies, these "next big things," and are they putting more money into them?
This year we added a question to try to get to the bottom of that: "Compared to 2011, are you planning to increase, decrease or stay the same in using these marketing technologies?" You can see the results in Chart 3.