Last poll done by King Fish Media with Maxymiser & Hubspot, called “Mobile Marketing: Plans, Trends and Measurability”, has determined that only the 33% of companies have a mobile marketing strategy. However, an additional 62% plans to launch it during 2012.
Another interesting data is that 64% of those polled realize that the biggest potential of mobile marketing is on its using as a tool for building new relationship with customers. Effective monetarism and profitability of the actions and strategies on mobile marketing is taking off little by little, there are many opportunities to make the most of message apps which can bring us more sales.
Building engagement with users
Use more popular contents: social networking, branding contents, e-mail, geo-location and references in general.
iPhone is nowadays the dominant platform for mobile apps and even the 75% of companies are developing them for this device. On the other hand, apps for Android and iPad will probably grow-up during 2012, while iPhone and Blackberry
will keep stable.
Currently, only 12% of companies have on their budget a percentage of expenses destinated to mobile marketing, but the majority of polled people (82%), expect to increase their expenses during next year, destinating a 19% of their budget. While half of them indicated that the mobile budget will be connected to a project/program customized for mass media, the 30% goes with general campaigns and advertising to finance marketing mobile projects.
Conclusions about ROI from mobile marketing strategies
Regarding to the Return of Investment (ROI) there are few conclusions in base of the compiled stats:
- Only the 24% of those polled informed that their mobile programs ROI has exceeded their expectatives.
- 41% declare that future programs of marketing mobile should show a positive ROI to continue.
- 34% say that ROI will keep on, but is not necessary a positive return in this moment.
The most appropiate mobile strategy
About the most appropiate mobile strategy, the report mention that it will depends on the kind of business we have:
For companies with e-commerce, is fundamental to offer a website adapted to mobile devices or an app, easy an intuitive.
Mobile e-commerce can have no-sense for many business, specialy those B2B with a long and complex purchasing process.
The same as with any content marketing initiative is necessary to offer value instead of sales messages. Some apps can offer them through mobile channels which include:
- Searching feeds, podcasts and blogs that keep dynamically updated.
- Products searchers or storage systems using the GPS function of the cell phone.
- Videos, pages or contents to access with a QR code.
- Mobile platform loyalty programs.
Mobile is representing the main investment for many companies in marketing resources, that’s a reality
For sure is the best to build engagement with users