Tag: mobile advertising

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.

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.

However, 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.