Mobile Marketing: 63% of marketers view increasing sales conversion and revenue as a top objective
In the MarketingSherpa Mobile Marketing Benchmark Report, we asked marketers about their business objectives for mobile marketing …
Q: What are your TOP BUSINESS OBJECTIVES for mobile marketing in the next 12 months?
As always, we turned to our audience for insights on this data. Here’s what they had to say …
Mobile for sales enablement
“For B2B, in particular, it seems the focus is on the wrong audience,” said Jeff Wilson, CEO, The Art of Acquisition. “Rather than focus the power of mobile on a potential customer, why not focus on sales enablement for your enterprise sales force. So much data and knowledge on the company, products, services, market and the customer stays locked and virtually inaccessible inside the enterprise and away from field sales right now.”
“The big win for mobile in B2B is unlocking that knowledge and allowing front-line sales staff to action on it in real time to affect greater success in sales,” Wilson concluded.
“We are finding that clients are getting into mobile advertising for two main reasons:
- Increase lead generation.
- Nurture and engage prospects (#2 and 3 on the chart).
“Businesses like the fact that mobile advertising takes place in ‘real time’ where their prospects and customers receive the messaging instantly,” said Jeff Stripp, founder, i3 Marketing Agency.
“As opposed to other forms of advertising, text messages get read and replied to within a few minutes, making it highly effective. Besides being fast, mobile coupons have a 15-40% redemption rate compared to ordinary coupons that have closer to a 2% redemption rate.”
Stripp added, “One of the reasons why mobile advertising is growing so fast is because it is an opt-in method. That means that customers are at liberty to choose to subscribe to relevant messages of their choice. Because of that, the strategy becomes less intrusive compared to some other forms of advertising.”
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