Daniel Burstein

Mobile Marketing: 63% of marketers view increasing sales conversion and revenue as a top objective

January 15th, 2013

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?

Top business objectives for mobile marketing

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.


Real-time marketing

“We are finding that clients are getting into mobile advertising for two main reasons:

  1. Increase lead generation.
  2. 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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Related Resources:

Marketing Research Chart: Top mobile marketing objectives

Mobile Email Marketing: 50% more app downloads from device-targeted ads

B2B Marketing: 7 mobile and social media tactics

Daniel Burstein

About Daniel Burstein

Daniel Burstein, Senior Director of Editorial Content, MECLABS. Daniel oversees all content and marketing coming from the MarketingExperiments and MarketingSherpa brands while helping to shape the editorial direction for MECLABS – digging for actionable information while serving as an advocate for the audience. Daniel is also a speaker and moderator at live events and on webinars. Previously, he was the main writer powering MarketingExperiments publishing engine – from Web clinics to Research Journals to the blog. Prior to joining the team, Daniel was Vice President of MindPulse Communications – a boutique communications consultancy specializing in IT clients such as IBM, VMware, and BEA Systems. Daniel has 18 years of experience in copywriting, editing, internal communications, sales enablement and field marketing communications.

Categories: Mobile Tags: , , ,

  1. September 19th, 2013 at 06:16 | #1

    Add a sense of urgency or value to your mobile marketing campaign efforts. In most cases, customers following a mobile link or advertisement expect to receive information quickly and in short, segments. Rather than trying to put a large amount of content or information through a mobile channel, focus on short bursts designed to provide customers with enough information to pique their interest.

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