This week, amidst all the mobile tech news emerging from SXSW 2015, it’s easy to forget that there are other sources of news and information in the world.
The Mobile Marketing Association is reminding us of that today with the release of their newest and powerfully insightful report — the Smart Mobile Cross Marketing Effectiveness (SMoX) study.
Conducted in combination with Marketing Evolution and InsightExpress, the study assessed the economic value of mobile compared to traditional marketing channels by closely examining real, in-market campaigns from Coca-Cola, Walmart, MasterCard and AT&T.
Based on the published study results, the optimal spend for mobile (based on total campaign spend) is in the double digits — “far more than most marketers are currently allocating,” the MMA says.
“Results from the SMoX research confirm that marketers would significantly increase their overall campaign ROI, without increasing budget, by simply adjusting mobile spend upwards,” the announcement adds. “The study also showed that mobile is a strong driver of campaign performance across the entire purchase funnel. From upper funnel metrics like awareness and image, to purchase intent and actual behavior (foot traffic or sales), the empirical evidence proves that mobile has a fervent contribution to campaign results, justifying a double-digit allocation of the entire media budget (not just digital) to mobile.”
As the first comprehensive study of its kind, SMoX is expected to trigger a turning point in the mobile industry in the same way similar research drove Internet advertising in the early 2000’s. Brands that participated in those studies increased their online ad spend by 30x on average, based on the insights. Additionally, the impact to the growth of the industry, measured as a direct result of the research, was 2.2x.
Want to know more? The MMA says the full SMoX report will be available for download by attendees of the MMA’s NY Forum (which started yesterday and concludes today) and SMoX Roadshows (Chicago, April 9 and San Francisco, April 29).