Tag: mobile marketing campaign

Mobile marketing isn’t well connected among many companies

Consumers are opting for a cross channel experience more than ever before while shopping in an average day.

Despite many different mobile marketing strategies and attempts at campaigns that will provide consumers with the ideal cross channel experience that will be able to reach them in a meaningful way that will encourage them to act on what they have seen.

The average consumer will easily hop from laptop to smartphone or tablet to a brick and mortar store for one purchase.

While mobile marketing companies know that this is the case, actually figuring out how to track any given consumer from one platform to the next has provided them with a highly challenging experience. This is among the reasons that many client side marketers have revealed that advertising and promoting over a string of different channels is among their lead priorities as of May 2014, when a study was conducted by Econsultancy in association with Oracle Marketing Cloud.

Over two thirds of the respondents said that cross channel and mobile marketing are a primary goal.

Mobile Marketing connectionsHowever, just because they have been taking aim at more than one platform, it doesn’t mean that they are necessarily seeing the results of their efforts. For instance, eMarketer recently stated in a report about the study that “43 percent said that they could understand their consumers’ journeys and change their marketing mix as a result, while 30 percent had implemented teams to work on integrated marketing.”

Moreover, that firm also explained that under twenty percent of the participants in the study were capable of actually measuring the financial results of having made cross channel efforts. This is problematic when taking into consideration the importance of the outcomes of online and mobile marketing, among other efforts. Moreover, these same respondents also said that they were even less able to be able to measure their customer retention rate as a result of advertising over a range of different channels.

Possibly more striking was that a mere 7 percent of the participants felt that their companies were actually ready to successfully take part in cross-channel advertising. On the whole, 62 percent of the respondents felt that their efforts were not aligned across each channel. Only 10 percent felt that their strategies that included several channels – such as radio, television, print, online, and mobile marketing – aligned from one touchpoint to the next.

Mobile marketing spending could be over $18 billion this year

Advertising over the smartphone channel is increasing in its importance and budgets are reflecting that.

According to a recent study by Gartner, the IT research agency, mobile marketing is rapidly growing its share of overall advertising dollars as a rising number of businesses recognize the importance of the opportunity that it presents.

A recent report from Gartner showed that the smartphone advertising spending worldwide is rising fast.

In fact, that increase is moving quickly enough that it is likely that the total spend for mobile marketing will reach $18 billion, this year. To understand the significance of this total, it represents an increase of about 77.7 percent over last year’s figure of 13.1 billion. Also notable is that the Gartner report is predicting that North America and Europe will take hold of the lead in ad spending over this channel.

Previously, the Asia Pacific region had held the title as the leader in mobile marketing use and spending.

Mobile Marketing SpendingThe report credits the Asia Pacific’s ability to hold onto the top position for so long to its rapid and massive adoption of smartphones. That allowed it to take an early lead and maintain it until this year. That said, it will likely slip into second place behind the West before this year comes to a close.

This promising data helped to bring an upbeat feeling to the sixth edition of the Mobile Marketing Association (MMA) forum, which occurred last week. It was attended by approximately 250 delegates as the importance of this channel was discussed in terms of the impact on consumers and businesses, alike.

The Asia Pacific managing director of the MMA, Rohit Dadwal explained that “Five years ago, our time was spent convincing marketers of mobile’s efficacy as an advertising and consumer engagement medium. With the exponential growth of mobile, it is no longer a nice-to-have element in a marketing campaign but rather a must-have and is a key factor driving innovation in marketing.” The organization has been saying this for several months and the recent Gartner data is clearly backing it up with figures collected from the real world.