“Get near any group of marketing professionals and you're likely to hear a chorus of ‘mobile.'” In fact, mobile is pretty much all we think about, according to a press release announcing availability of Mobile Marketing: Plans, Trends and Measurability: What Do Marketers Think?
Some 560 respondents, split between corporate management and marketing/sales management professionals, spilled their thoughts to King Fish Media, Maxymiser, HubSpot, and Junta42, the quartet that partnered to gather and publish the results of an online survey conducted April 12-27, 2011.
Among the key findings:
• The mobile market is very much in its early stages, with corporate plans in a state of flux.
• Companies are faced with a growing base of installed mobile devices.
• Thirty-three percent of companies currently have a mobile strategy in place, and among those who don't, they plan to have one ready within the next 12 months.
• While only about 12 percent of brands' marketing is spent on mobile, 82 percent plans to increase their spending on mobile over the next year, with 30 percent taking the budget from mainstream marketing and advertising.
• Most commonly, brands are using mobile initiatives to build/grow relationships, which explains why the most popular content types are currently: social media, branded, email capabilities, geo-location/maps, and general reference.
• About 75% of companies are planning apps using the iPhone platform vs. Android (45 percent), iPad (41 percent) and BlackBerry(41 percent).
• Looking out 12 months, interest in iPad (76 percent) and Android (75 percent) rises significantly, while iPhone and BlackBerry stay flat.
• Interestingly, 68 percent of companies have no plans to develop apps using the Windows operating system.
• Social media, branded content, email, geo-location/maps and general reference are most often mentioned as applications being executed as part of a mobile initiative.
• Original branded content, ads, expert content, and videos are the types of content used most often in mobile format.
• Commerce over mobile channels is slow to take hold among respondents. Less than 20 percent of respondents said they are currently conducting mobile commerce, mostly over a mobile website. Interest does rise for 2012.
• Relationship marketing (customer loyalty and retention) is at the heart of the perceived benefits of mobile marketing.
• In terms of ROI for current mobile programs, 24 percent report that it has exceeded or performed as expected and a full one third have not measured it at all.
• Forty-one percent say future mobile marketing programs will need to show a positive return to continue the program and 34 percent say they will be tracking it, but a positive return will not be required at this time.
“The mobile marketplace has gotten the attention of marketers as a valuable media platform, but it is also still taking shape and in its early stages,” explains Gordon Plutsky, director of marketing and research, King Fish Media. “This report will hopefully offer some clarity on the direction of this developing communications channel, so that marketers can react in ways both prescient and strategic.”
-- scrubbed by Marketing Brillo