Spending on mobile marketing — about 6 percent of current marketing budgets — is expected to increase to 15.6 percent over the next three years.
That’s the upshot from a recent CMO Survey which included data culled from a poll of 255 U.S. marketing leaders.
“This whopping 160 percent increase reflects a growing reliance on mobile to interact with customers where they look for information and make purchases,” reports CMO. “On top of it, companies hope to reach customers closer to the time of purchase in order to make them aware of offerings, deals, and additional information that may help close more sales.”
But so far, results are rather lackluster. Queried marketing pros reported only “modest success” from their mobile marketing activities.
When asked to rate the performance of their company’s mobile marketing activities on a scale from 1-7 where 1=poorly and 7=excellent, only “customer engagement” breached the halfway mark, while “delivering your brand message,” “customer acquisition,” “customer retention,” “sales,” and “profits” were all below average.
The CMO report noted that the most important steps are fundamentals of marketing strategy, including selecting target customers, developing and communicating a benefit that meets customers across all aspects of your marketing, including mobile, and then figuring how to reach and engage customers at the right time and in the most effective ways.