The majority of marketers have already felt this way, but a new report has confirmed these beliefs.
Mobile marketing has been moving at full steam ahead for some time now, but a new report that has been released by Nielsen is showing that this channel is offering brands a considerable opportunity that should not be missed.
The primary struggle is related to the fact that this type of advertising and promoting is still new.
At the moment, while it is known that there is a considerable amount of opportunity available for brands who use mobile marketing, the problem is that knowing exactly how to engage in the channel leaves many marketers feeling confused about best practices. It has already been discovered that the techniques for advertising are notably different over smartphones and tablets from what they have been over television, radio, and even the standard web.
Right now, one of the largest mobile marketing challenges is measuring the success of a campaign.
Currently, the ability to measure the effectiveness of a given mobile advertising effort has been inconsistent, at best. This produces an important barrier to growth over this channel. At the same time, the Nielsen survey showed that smartphone marketing is ready to become a fully mainstream channel that will parallel television. The research indicates the opinions of media providers, advertisers, as well as agencies, when it comes to brand advertising over smartphones and tablets. It also looks into the issues that must be addressed in order to allow it to effectively grow.
The Nielsen report said that “Marketers are deploying mobile campaigns on their own as well as a complement to other media. However, it’s this pairing of mobile with other mediums and focus on branding that gives rise to advertisers’ biggest mobile pain points.”
Addressing the disconnect that is currently being experienced over this channel will be highly rewarding for mobile marketing as a whole, as advertisers learn to calculate their campaign ROI and develop the proper metrics that will provide them with the ability to measure their successes. Once those two primary obstacles have been overcome, the channel will easily slip into the mainstream.
