Netsize Mobile Marketing Survey Sheds Light On The Winning Advertising Formats & Formulas; Lack Of Expertise & Experience Worry Execs Most
A must-read mobile marketing research report from Netsize, a mobile communications and commerce enabler. Based on a global online survey of +220 executives and influencers across a variety of industry segments, the report provides insights into what execs plan for (for example, higher usage of SMS to turn marketing into a two-way conversation with people on their mobile phones) and expect to accomplish (for example, acquire and retain customers) with their mobile marketing efforts.
Targeting is tough
The report (which you can download here) found that execs have a heightened interest in mobile marketing, driven by the increasing and pivotal role of mobile in cross-media campaigns. Other drivers include the reach mobile delivers (a logical consequence of mobile devices central in people’s daily routine) and the ability to track and measure campaign success and conversion.
However, the survey also reveals a serious disconnect between mobile marketing expectations and industry expertise. While the vast majority of respondents (52%) identify the ability to do “precise targeting” as the main driver for their interest and enthusiasm in mobile marketing, it is the current inability to target that forms a chief obstacle to success. Think that through…
Data lacks quality
What’s the hold up? For the vast majority of respondents it’s the poor quality of databases – exacerbated by the difficulty of collecting and maintaining customer mobile numbers via opt-in schemes and similar methods – that make more precise targeting an illusive goal.
But companies and brands lack much more than high-quality data bases (a problem many respondents said they plan to solve by focusing efforts on building top-notch opt-in customer databases).
One third of respondents reported they lack the skills set to define and deploy an effective mobile marketing strategy. To close the gap many used an external service provider. In the majority of cases respondents worked with providers/enablers who could provide a “fully-managed mobile marketing solution.”
Mobile formats fly
The survey also uncovered a decidedly positive attitude among respondents toward mobile marketing approaches and formats that build on the popularity and usability of text messaging and made-for-mobile destinations.
In fact a whopping 40% of respondents expect their messaging volume to increase significantly in the next six months (compared to the past 12 months).
When asked about their future plans and choice of communications, respondents expressed strong and continued interest in SMS messaging (inbound and outbound in order to create and continue customer dialogue) and WAP/websites.
Respondents also revealed that branded applications, branded content and coupon/barcode campaigns were also at the top of their mobile marketing agenda.
My take: The survey represents an important (and welcome) confirmation of the attitudes/arguments I have documented in my own research projects (such as Mobile Advertising Research UK). Companies acknowledge the benefits of mobile and agree it has earned it a central spot in their cross-media marketing campaigns. The problem centers on execution. Put another way, the vast majority of companies lack the know-how and resources to define and deploy mobile marketing campaigns that deliver. It’s crawl, walk, run – but the progress I saw at recent mobile marketing events and conferences is encouraging. What’s more, it appears that clever brands are using the current economic slowdown to rethink and revamp their mobile strategies to achieve a degree of first mover advantage. Better yet – more agencies are getting their heads around mobile, which is essential since they are generally the first contact when advertisers want advice about what makes for a great mobile campaign and why they need to integrate mobile in the first place. Mobile enablers are also sharpening their focus on mobile marketing, building the capabilities that pave the way for millions of two-way conversations to take place between brands and the people who want to hear their message.
Related reading:
Mobile Advertising Analysis: Using Ordinary Approaches To Achieve Extraordinary Results
Comverse Mobile Marketing Seminar In Budapest: Revealing Algorithms For Business Ecosystem Success
AUDIO INTERVIEW: Rory Sutherland, Ogilvy UK Vice Chairman, Reveals Why Mobile Is Essential; Why Google Is Running Scared PLUS First Results From Mobile Advertising U.K. Research
Disclaimer: Netsize is an MSG sponsor.
Tags: 2D barcodes, barcode, In-App Advertising, Mobile Advertising, Mobile Coupons, Mobile Marketing, mobile websites, Netisze, SMS, WAP
October 23rd, 2009 at 11:14 pm
[...] Link: msearchgroove » Blog Archive » Netsize Mobile Marketing Survey … [...]
October 24th, 2009 at 11:38 pm
[...] 1 votes vote Netsize Mobile Marketing Survey Sheds Light On The Winning Advertising Formats & Formulas; Lack … Only days after taking the wraps off MobileAd World Focus, a mobile advertising ecosystem primer [...]
November 13th, 2009 at 9:34 pm
[...] message. SMS and display banners have their place in the marketing mix. But my own research and a recent mobile marketing survey conducted by Netsize underline the growing interest in richer advertising formats, as well as in-application advertising [...]
December 2nd, 2009 at 9:02 pm
I see the SPAM issue as the largest. Companies are misunderstanding the purpose behind these bulk messages. It’s not to harrass people, and send them non-stop messages. We already have that via email marketing. This is to provide value, to give consumers a reason to opt-in and stay engaged with the brand.