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.”
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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 …
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It’s always fascinating to dig into research on the world of marketing. While recently looking over the MarketingSherpa 2012 Mobile Marketing Benchmark Report, I found this chart:
Fast loading mobile pages should certainly be a priority, but one finding in this chart disappointed me. Look way down, close to the bottom, and see where only 11% of surveyed B2B marketers reported planning on using dynamically personalized mobile content to improve relevance and engagement.
I think this is a great oversight on the part of marketers active in the mobile marketing channel.
When someone interacts with your mobile website — or your regular website — on a mobile device, that engagement is almost certainly going to be a more intimate experience than someone viewing on a laptop or ultrabook, and certainly more so than on a desktop.
And, that person is very possibly interacting with your content in a more personal space than a dedicated work area or desk.
For B2B marketers, that means you are potentially reaching that person away from a traditional business setting.
Additionally, consumer marketers must consider the possibility that the mobile customer might even be actively shopping and engaging in showrooming, where they are in a brick-and-mortar store and looking at price or feature comparisons.
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