Tag: mobile marketing strategy

Does the mobile marketing industry need more women?

According to a statement that has been issued by the director of digital strategy at Saatchi & Saatchi Los Angeles: yes.

The results of a recent study from Fleishman-Hillard Inc. revealed that throughout the next ten years, there will be a notable shift toward women as the primary consumers in the United States, and mobile marketing will be directly targeting that demographic.

The research showed that two thirds of American consumer wealth will be controlled by the female population.

This trend will represent one of the largest wealth transferences in the history of the nation. The implication that this holds for mobile marketing is that women will become a much more important target, as they will have a great deal more influence on where money is being spent. That said, within that industry, itself, there is a notable shortage of female employees.

Mobile marketing as an industry currently has a gender gap despite the direction that the target market is taking.

Mobile Marketing - WomenThe latest research shows that mobile advertising has yet to find a solid place in the departments and budgets of most companies, as advertisers still don’t feel confident with the effectiveness of the medium or the strategies that should be used to best utilize it. In terms of building it as a part of standard practice, it remains in only the earliest of stages.

That said, mobile ad use is already increasing at an astronomical rate and that is only expected to continue in that direction. eMarketer’s figures have shown that adults in the United States spend one out of every four media usage minutes on their mobile devices. That said, only 9.8 percent of ad buys were directed at that channel, last year.

Moreover, an ExactTarget study that was published in the 2014 Mobile Behavior Report indicated that women are the group that are most likely to follow or like a brand over social media in order to obtain deals, offers, promotions and other types of savings. The figures from that report indicated that 71 percent of women will do this, compared to 63 percent of consumers as a whole.

Still, mobile marketing has not focused on women, specifically, and among the reasons for this, says Saatchi & Saatchi Los Angeles director of digital strategy, Kayla Green , is that there aren’t enough women actually working within this industry. A call has now been made by that director to include women in mobile advertising to a greater degree.

Despite lack of tools mobile marketing budgets spike in 2014

Even though the solutions currently available aren’t meeting expectations, marketers and brands are still spending.

Recent studies and reports are showing that while brands and companies aren’t yet entirely impressed with the tools that mobile marketing vendors have to offer, they are still raising the size of their budgets for this channel.

The B2B budgets geared toward mobile advertising and promotions will rise 11 percent in the next 6 months.

Moreover, when it comes to the mobile marketing budgets for the next full year, it is expected that there will be an increase of 17.5 percent, according to a VentureBeat Insight Report. That said, while this represents an exceptionally healthy growth in terms of budget size and predicted spending, the reports are still showing that companies are not yet sold on the types of tools that they have available to them through vendors in this category.

This recent mobile marketing data shows that there are considerable problems holding this channel back.

Mobile Marketing Budgets up in 2014The solutions that companies are actually seeking simply are not yet available. Among the largest struggles that are holding B2B mobile advertising back have to do with a lack of integration and support in the overall marketing technology tools that they are already using on a regular basis. The report showed that nearly 40 percent of the respondents said that the primary problem had to do specifically with the marketing software tool makers.

The second most important problem was identified as being the lack of complete understanding of marketing professionals of the mobile sphere and how to best take advantage of what it has to offer. This is not a new discovery, as the channel has been evolving exceptionally rapidly despite the fact that it is still in a very young phase of its life.

Other struggles that are faced by those attempting to use mobile marketing include a lack of budget to dedicate to this channel. Surprisingly, there remained a group representing 15 percent of businesses that still don’t even believe that the channel is effective at all. This, despite the fact that the vast majority of brands are now either already using it or are planning to use it within the not too distant future.