With the popularity of smartphones and the many things a person can do with them leaves little doubt as to why Mobile Marketing projections for 2012 is on the rise.
According to a recent survey businesses are starting to adopt the use of mobile engagement in order to grow their companies and maintain an ongoing relationship with current customers.
This trend is expected to to continue according to the data in the article below from marketwatch.com:
Mobile marketing programs and budgets are projected to increase, but many businesses are still held back by lack of strategy and resources
Mobile websites (70%), mobile applications (55%) and QR codes (49%) are the most popular forms of mobile marketing, but less than half of marketers are currently running any of them. Of those who are, 57% have only been running them for a year or less. However, the opportunity is not lost with marketers, as 75% of businesses not currently running programs plan to within a year or more — and of those businesses that are, 70% expect to see their budgets increase over the same time period. The survey results also highlight a real opportunity for marketers to embrace and integrate mobile with email and other digital channels to properly engage customers at various stages of the customer lifecycle.
“With smartphones now accounting for nearly half of all devices in use by mobile users, it is more imperative than ever for digital marketers to adopt and integrate mobile marketing tactics into email and their overall marketing mix,” said Kara Trivunovic, vice president of agency services, StrongMail. “Email marketers who are serious about garnering and maintaining consumer attention in this new era of mobile need more than just a solid strategy; they also need the right tools and resources to execute — and that’s exactly what StrongMail provides with its integrated solutions and comprehensive agency services.”
Survey Highlights
– 45% have adopted mobile marketing; 57% have been doing it for 12 months or less
– 37% cite lack of strategy as top reason for lack of adoption, followed by lack of resources (22%)
– 55% reported increased mobile marketing budgets for past 12 months; only 2% saw a decrease
– 70% expect their budget to increase in the next 12 months
– 43% have integrated email marketing and mobile marketing
Businesses Understand the Benefits of Mobile Marketing
Despite lacking a clearly defined strategy for how to get into the mobile space, respondents were clear about the expected benefits. More than 50% of respondents believed that a mobile program could help them increase sales and acquire new customers, while nearly 50% of respondents say a strong mobile program would increase brand awareness.
Mobile and Email Integration Gains Ground but Lacks Sophistication
43% of businesses have achieved some level of integration between their email marketing and mobile marketing programs, but with mobile landing pages (32%), mobile number capture at email sign-up (25%) and mobile optimized templates (22%) being the top areas of focus, progress needs to be made in implementing more sophisticated programs. To that point, only 27% are running cross-channel, lifecycle marketing programs that include mobile messaging. Similarly, only 29% have used mobile response data to optimize offers in email or other channels.
Mobile Marketing Adoption Held Back by Lack of Strategy and Resources
When asked to identify the top obstacle to launching a mobile program, 37% of businesses cited lack of strategy, followed lack of resources at 22%. Mobile marketing budgets also remain a small fraction of overall interactive budgets, with 54% of businesses allocating 5% or less to mobile programs. Nearly a quarter of businesses reported less than 1% allocated to mobile. On the positive side, 55% report increased budgets over the past year.
If you are in that 37 percentile of business owners that are having trouble with strategies we can help with that. There are tons of ways to use mobile marketing in your business to generate interest in your products or services once you have taken the first step of developing a mobile website.
Mobile marketing expected to rise in 2012.
For starters mobile coupons are predicted to reach 8% redemption rate by 2016. What does that mean to your business? For every 100 mobile coupons given to consumers you can expect that eight of them will be redeemed. Because these are digital coupons the cost of printing them is no longer an issue. By offering these coupons to your customers not only can you get an 8% return but also develop customer loyalty.
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