Mobile Marketing: 50% of marketers do not know how many customers interact with their local mobile marketing
In the MarketingSherpa Mobile Marketing Benchmark Report, we asked marketers about their local mobile marketing efforts …
Q: What percentage of customers/prospects interact with your organization’s LOCAL mobile marketing tactics?
While marketers who do track these numbers saw some very impressive results (about a quarter of marketers finding that more than half of their customers engage with social check-in, opt in to geo-fencing communications, and redeem mobile coupons), the biggest surprise is the number of marketers who simply don’t know.
“The fact that the research suggests 50% don’t know how effective they are is evidence that although mobile consumption is increasing and marketers are increasingly adopting it as a marketing channel, analytics and measurement have still yet to catch up,” said Grant Osborne, head of agency, FIRST. “I believe tracking and analysis of mobile (both mobile Web and apps) will be a great source of gaining competitive advantage in this space this year.”