A recent study conducted by The Association of National Advertisers (ANA) and MediaVest has revealed that an overwhelming 96% of marketers are currently using, or are planning to integrate mobile marketing into their marketing strategy. On top of this, 85% said they planned on increasing their mobile budgets in the near future. If it hasn’t been made apparent to you yet, it should be obvious now, mobile marketing is not just the future of marketing, it is the here and the now! ANA President and Chief Executive Bob Liodice specifically stated, “Mobile is a huge opportunity for marketers. [It’s] territory that has yet to be fully tapped.”
Of the marketers surveyed, 83% reported that brand building was the main objective for their mobile campaigns, 78% stated that creating brand awareness was also a key objective, and 74% said they intended to create customer loyalty and retention. The three biggest draws of mobile marketing for marketers was its ability to reach unique audiences (85%), its ability to deliver content on-the-go (80%), and its ability to create location awareness (78%) both for the mobile users as well as the marketer. The top two uses for mobile marketing was the use of website ads, which comprised 84% of those surveyed, and search, which made up 78% of those surveyed.
Considering that 91% of all adults in the U.S. now own smartphones, it is no surprise that marketers are seeing the vast possibilities that mobile marketing has to offer and want to take
advantage of this. MediaVest CEO Brian Terkelson stated, “There is no doubt that Mobile is a powerful vehicle for creating deep experiences with consumers. It has transcended beyond a connection and convergence device. Mobile is not just changing consumer behavior; it is impacting business through customer service, e-commerce, awareness and more. The potential is huge!” Terkelson also noted that, “At MediaVest, we are investing in new partnerships and technologies to help us continue to add value to our clients in the mobile space because marketers will clearly be using it as a vital part of their planning in 2013.”
The fact is, you know people are using and interacting with smartphones. So what are you waiting for? You can already tell by this article that the competition has recognized the need for mobile marketing and is now clearly taking advantage of it, you should be too! If you don’t you will find yourself scratching and clawing to get back into the game. That is, if you even survive. Too many companies have fallen by the wayside because they lacked a mobile marketing campaign, don’t let your company be one of them! Jump on the mobile marketing bandwagon today and see what it can do for your brand, customer loyalty and retention, and most importantly, your ROI!