Mobile Tech Emerges as Top Marketing Priority
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Forward Motion
61% of the marketers surveyed have some form of mobile strategy being implemented or developed. -
Mobile Tech Used by Marketers
Mobile-optimized site: 75%, Mobile app: 66%, Mobile search: 56%, -
Urgent Item
45% of marketers with "fully implemented" mobile strategies say mobile comes first in their overall priorities, compared with 19% of respondents who don't have mobile integrated into their marketing strategy. -
Personal Preference
64% of those who said mobile is a critical channel believe it delivers a more personalized customer experience, but just 46% of other survey participants agree. -
Consumer Report
51% of those who believe mobile is critical say it provides a wealth of information about customers, while only 18% of other survey respondents agree. -
Fuzzy Vision
Only 7% of those who believe mobile is critical perceive of mobility as "an area of confusion with no clear owner," but 24% of other survey participants feel this way. -
Market Advantages
35% of survey respondents said data derived from mobile provides a clear path to improved customer targeting, and the same percentage say it improves service delivery. -
Performance Measures for Firms That View Mobile as Critical
Overall revenue growth: 50%, Quality of lead flow: 49%, Customer satisfaction: 48% -
Perceived Best Practices of Mobility Companies
Reaching beyond campaigns: 54%, Improving their listening: 50%, Boosting personalization: 46%
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.