Mobile Tech Emerges as Top Marketing Priority
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%
