Tag: mobile marketing strategy

Mobile marketing strategies are lacking among many advertisers

A recent study conducted by Forrester revealed that this is the case despite knowing how important these campaigns are.

Though marketers are well aware of the importance of mobile marketing as a part of their overall strategy, only a small minority actually integrate this channel into their overall advertising mix, says Forrester.

In fact, in the research results, it showed that only 13 percent of marketers have strategically integrated mobile.

Because the mobile marketing strategies appear to be established in a way that leaves out a component that the marketers acknowledge as being highly important, it doesn’t come as much of a shock that Forrester reported that only 27 percent of marketers stated that their return on investment (ROI) for their campaigns was profitable. Equally, a massive 67 percent said they were unable to measure the ROI of their advertising.

Only 20 percent of the participants in this study said they had the budget they would require for mobile marketing initiatives.

Mobile Marketing - Research Most of the marketers who took part in the survey claimed that the resources they had available to them for focusing on mobile advertising were quite limited. Moreover, only 10 percent felt that their companies would be considered to be mobile savvy.

Many marketing firms supplement their capabilities for internal development. The Forrester research revealed that over half – 56 percent – were working with a number of other partners who could support the integration of mobile initiatives. These partners included everything from specialty vendors to agencies and platform providers.

The outcome has been that marketers are still trying to learn the ropes when it comes to how to use mobile marketing techniques, how they work, how they should be implemented and how their successes can be measured. With a lack of in-market mobile programs from which to learn and hone their skills, marketers are trapped in a trial and error phase and are incapable of demonstrating the level of expertise that would be necessary to lure execs, said the research. The report explained that marketers will need to create a solid business case and set aside an appropriate mobile budget to suit the current opportunity available.

Mobile marketing has not yet come anywhere near its potential

A recent Leanplum analysis of 671 million push notifications has revealed that smartphone ads are just scratching the surface.

Mobile marketing automation platform, Leanplum, has announced that it has completed its first research study, which it has published under the title “Breaking Barriers to Push Notification Engagement.”

This research determined that the majority of push notification users were not reaching their potential.

The study was based on the results of an analysis conducted by Leanplum, which examined 671 million push notifications and 1.4 billion in-app events. What they found was that while there is a great deal of potential to mobile marketing through push notifications, the majority of the marketers around the world who were using this technique were not living up to that potential. The analysis determined that, as a whole, approximately 63 percent of marketers were missing their targets when it came to the messaging itself, the frequency of their marketing efforts via mobile apps, and even their timing.

There were a number of key findings that may provide helpful insight to mobile marketing firms.

Mobile Marketing ResearchAmong the key findings from Leanplum’s study were:

• North American app marketers were especially prone to missing engagement opportunities with their users during evening hours. App users in that region typically open push notifications at 8 p.m. at a rate that is four times greater than the ads are actually being sent.
• In terms of notifications sent versus those that were opened, the times marketers were issuing their push notifications and the times at which users were actually most likely to open and engage with them were not synchronized. This was a worldwide issue based on out-of-date messaging strategies.
• Mobile marketing firms often fail to shift their efforts with time zones. For example, marketers focusing on Europe, the Middle East and Africa (EMEA) are sending pushes that are reaching people at midnight, while the majority of recipients are sleeping, since they are aiming at reaching people during peak North American times. A change in the timing of push notifications based on the time zones in which the recipients reside could greatly enhance engagement results.