Marketer’s Guide to Mobile and Data Research Report

MMA & Neustar have jointly developed a study to understand marketers’ perceptions about mobile marketing with a specific focus on illustrating the role of data as a competitive advantage. This is the full research report.

 

Research Design

  1. Quantitative with the use of an electronic questionnaire (~10minutes)
  2. Online B2B panel (Research Now)
  3. N=400 respondents
    • Mix medium and large companies (67% / 33%)
    • Mix of Senior and Middle management (48% / 52%)
    • Mix of Digital Professionals and Other marketers (50% /50%)
    • Mix of Market Research / Analytics and Marketing/advertising Roles (49%/51%)
    • Mix of B2C marketer sectors (analysis by sector is limited due to sample size)
  4. Fieldwork time: June - July 2013

Areas of Investigation

mobile marketing research & data

Insights

Insight 1:

Marketers are convinced about the potential of mobile to benefit their business AND their personal career.

Marketers agree that mobile can help them connect with consumers and benefit their career.

mobile marketing to reach consumers

They are also convinced about mobile’s ability to drive business results.

mobile marketing drives results

Insight 2:

Marketers are embracing mobile.

marketers and use of mobile marketing statistics

Retail is leading the charge on mobile while CPG and other sectors are following.

retail marketers and mobile statistics

Fast growing, medium sized companies invest their future in mobile.

  Mobile “Leaders” (INDEX: Total=100)
Fast Growing Companies (Believe that their results will be much better this year vs last) 164
Medium Size Companies: (1000‐ 5000 employees) 120

Insight 3:

The pathway to mobile starts by applying it in “familiar” ways, using mainstream tactics.

A higher share of mobile $’s currently goes to upper funnel tactics.

Marketing Goal Share (%) of Mobile $
Enhance the equity of my brands 23
Generate new leads 21
Increase loyalty and retention 20
Facilitate transactions 19
Improve customer service 17

Marketers with limited experience on mobile tend to mainly focus on upper funnel tactics. Marketers with longer mobile experience balance upper and lower funnel tactics.

use of mobile marketing research

Apps are the most popular mobile tactics followed by social media, search, video, banners & messaging.

most popular mobile marketing channels statistics

Insight 4:

As marketers start assessing the impact of their mobile tactics, they become convinced that mobile can give them a significant competitive advantage.

Marketers are very satisfied with their mobile tactics – especially those that use location targeted ads, coupons, and optimized sites.

mobile marketing channels and impact statistics

Marketers expect mobile to give them a significant advantage, particularly in lower funnel goals & loyalty.

mobile marketing impact statistics

Insight 5:

Despite tight budgets, marketers plan to invest more in mobile next year. Improving measurement and solving issues with scale and perceived complexity could further unleash mobile investment.

The majority of marketers plan to invest more in mobile next year.

mobile marketing investment statistics

Improving measurement, and solving issues with scale and perceived complexity could further unleash mobile investment.

mobile marketing challenges statistics

Insight 6:

Companies are convinced that DATA can be a game changer in mobile marketing.

C- Level executives are driving an increased focus on data.

mobile marketing & data statistics

Marketers see the potential of data as a significant advantage in mobile marketing.

mobile marketing advantage with data research

Insight 7:

Marketers are quickly ramping up their data capabilities for mobile, but have some concerns about data quality and need more proof about the ROI.

Companies are quickly ramping up their data capabilities for mobile.

use of data and mobile marketing research

Marketers who lead the mobile charge tend to invest more in data and analytics.

mobile marketers and data investment research

The industry needs to work on proving the value of data in mobile marketing and establish standards that ensure data quality.

value of data and mobile marketing research

Insight 8:

Marketers follow three stages in their path to unleash the power of data in mobile.

There are three tiers of companies, depending on their focus on data for mobile.

stages of mobile marketing

A strong focus on data correlates with a strong conviction about the potential of mobile.

focus on mobile marketing and data stats

Companies with longer experience in mobile tend to have a stronger focus on data as well.

mobile marketing experience and data research

Insight 9:

“Mobile Data Pioneers” are already well ahead of the curve and plan to invest even more in order to reinforce their advantage in data.

“Mobile Data pioneers” use many more mobile channels than other companies.

mobile data and marketing channels

They are also more likely to value the importance of more data types and link them to get a unified view of the consumer.

types of mobile marketing data research

“Mobile Data Pioneers” focus on leveraging data across the entire campaign as opposed to just the early planning stages.

using mobile marketing data across marketing lifecycle

“Mobile Data pioneers” are more willing to invest in data to stay ahead of the curve.

mobile marketing data investment next year chart

Summarizing: Mobile

  1. Marketers are drastically moving to mobile, because they are convinced about its potential to benefit their business AND their personal career.
  2. The pathway to mobile starts by applying it in “familiar” ways, using mainstream tactics.
  3. As marketers start assessing the impact of their mobile tactics, they become more convinced that mobile can give them a significant competitive advantage
  4. Despite Tight budgets, marketers plan to invest more on mobile next year.
  5. Improving measurement and solving issues with scale & perceived complexity could further unleash marketers’ investment in mobile
  6. Companies are convinced that DATA can be a game changer in mobile marketing.
  7. Marketers are quickly ramping up their data capabilities for mobile, but have some concerns about data quality and need to see more proof about the ROI.
  8. There are three tiers of “mobile data” readiness in the market. They have fundamentally different underlying perspectives on mobile.
  9. “Mobile Data Pioneers” are already well ahead of the curve, using more mobile tactics and data types. They plan to invest even more in order to reinforce their advantage in data.

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