Tag: mobile advertising trends

A new study has found that this is harming confidence levels and is likely holding back the channel.

Acxion, an enterprise data and analytics company, and 4INFO, a mobile marketing ad tech business, have collaborated on a joint study for which they have produced the “Master Mobile Measurement to Unleash True Cross-Channel Advertising” report to reveal their findings.

The two firms commissioned the study, which was then conducted by well respected Forrester Consulting.

The research looked into a common perception that exists in the mobile marketing industry, which is that marketers do not have the level of confidence that is necessary to truly launch an effective cross-channel ad program and to then be able to measure and understand the true value of that program in order to justify investing more into similar efforts. The report determined that if measurement and analytics capabilities could be improved, it would make a vast difference in the investments and executions with regards to both mobile and cross-channel campaigns among businesses in the United States.

Firms are keen to enter into more mobile marketing but do not yet have the capability of doing so with confidence.

As smartphones and tablets have become extremely commonplace among consumers, and as those shoppers are increasingly turning to mobile commerce channels in order to research products, read reviews, shop for the best prices, find discounts and special offers, and even make purchases, marketers are finding that despite the fact that they want to reach out to consumers over this channel, they don’t yet have the ability to do so with any confidence. The current standard technology does not yet provide adequate data to convince marketers that mobile ads will be able to offer them adequate return on investment (ROI) to justify spending more on the channel or pursuing it with any greater effort. The report showed that 93 percent of the marketers that participated in the survey stated that they would have been willing to launch a larger number of cross-channel campaigns in 2014 if they’d had the capability of effectively measuring the performance of those combined online, offline, and mobile marketing strategies.

While organizations are increasingly likely to have a smartphone ad strategy, levels still haven’t reached expectations.

According to a report that has now been issued by Oracle Marketing Cloud and Econsultancy, businesses are now more likely than ever before to have some type of strategy in place for the integration of mobile marketing into their overall promotions and advertising campaigns.

The report showed that while the acknowledgement of importance is there, the integration remains small.

The publication, entitled the “Cross-Channel Marketing Report 2014” showed that marketers and brands are continuing their transition from traditional channels toward digital and mobile marketing. However, in the United Kingdom, while it is clear that companies find that there is considerable importance in using those channels, there hasn’t been a tremendous focus made in terms of actually working them into a campaign.

It is believed that this will soon begin to pick up, as many companies are making their first mobile marketing moves in 2014.

The report showed that 20 percent of companies are now using mobile notifications and push alerts and that these, combined with messaging, mobile apps, and email are viewed by marketers as the areas in which they will best be able to achieve customer retention.

This aligned with a report that was published by the 2014 Internet Trends Report which focused on the market in the United States. This latest report used the same sources as the American one, only using data from the United Kingdom, instead. The U.K. figures showed that while mobile represents 20 percent of a consumer’s total time spent with media, it also represents only 7 percent of total ad spend.

When applied to an actual monetary value, this represents a gap that is worth an estimated £1.9 billion. The shortfall has been attributed to a greater mobile optimization and advertising activity market, in addition to actual ad spending. That said, this still represents a sizeable gap between the actual time spent by consumers and the amount of money spent by marketers.

Equally, though, among the brands and marketers surveyed, 75 percent said that they had some type of mobile marketing integration strategy in place for their campaigns, which represents a year over year growth of 16 percent.