Mobile Tech Emerges as Top Marketing Priority

A significant number of marketing executives consider mobile technology as a top priority for the immediate future, according to a recent survey from the Chief Marketing Officer (CMO) Council and SAS. The accompanying report, "Getting in Sync With Mobile Customers: Capitalizing on Marketing's Big Mobile Opportunity," highlights statistics that support such sentiments: There are about 4.55 billion mobile phone users globally, and mobile commerce now accounts for 15 percent of all U.S. e-commerce revenue. Meanwhile, mobile devices now account for 12 percent of a typical U.S. consumer's media consumption time. However, the survey findings depict a "have/have not" divide on this crucial tech topic, as organizations that prioritize mobile initiatives are better positioned to deliver a more personalized consumer experience, while also gaining a wealth of information about these customers. "Savvy marketers are still perfecting how and where mobile integrates with their strategies," says Liz Miller, senior vice president of marketing for the CMO Council. "Yet a number of them have figured out that mobile is the channel their customers have defined as critical. Therefore, it must lead as a business strategy and not simply remain a less-expensive, faster, readily available advertising vehicle." More than 200 marketers took part in the research.