- Quantitative with the use of an electronic questionnaire (~10minutes)
- Online B2B panel (Research Now)
- 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)
- Fieldwork time: June - July 2013
Areas of Investigation
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.
They are also convinced about mobile’s ability to drive business results.
Marketers are embracing mobile.
Retail is leading the charge on mobile while CPG and other sectors are following.
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|
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|
|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.
Apps are the most popular mobile tactics followed by social media, search, video, banners & messaging.
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.
Marketers expect mobile to give them a significant advantage, particularly in lower funnel goals & loyalty.
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.
Improving measurement, and solving issues with scale and perceived complexity could further unleash mobile investment.
Companies are convinced that DATA can be a game changer in mobile marketing.
C- Level executives are driving an increased focus on data.
Marketers see the potential of data as a significant advantage in mobile marketing.
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.
Marketers who lead the mobile charge tend to invest more in data and analytics.
The industry needs to work on proving the value of data in mobile marketing and establish standards that ensure data quality.
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.
A strong focus on data correlates with a strong conviction about the potential of mobile.
Companies with longer experience in mobile tend to have a stronger focus on data as well.
“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.
They are also more likely to value the importance of more data types and link them to get a unified view of the consumer.
“Mobile Data Pioneers” focus on leveraging data across the entire campaign as opposed to just the early planning stages.
“Mobile Data pioneers” are more willing to invest in data to stay ahead of the curve.
- Marketers are drastically moving to mobile, because they are convinced about its potential to benefit their business AND their personal career.
- The pathway to mobile starts by applying it in “familiar” ways, using mainstream tactics.
- As marketers start assessing the impact of their mobile tactics, they become more convinced that mobile can give them a significant competitive advantage
- Despite Tight budgets, marketers plan to invest more on mobile next year.
- Improving measurement and solving issues with scale & perceived complexity could further unleash marketers’ investment in mobile
- Companies are convinced that DATA can be a game changer in mobile marketing.
- 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.
- There are three tiers of “mobile data” readiness in the market. They have fundamentally different underlying perspectives on mobile.
- “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.