Mobile devices have yet to be fully integrated with digital strategy.
Marketing Content Strategy

The Present State of Mobile Marketing Strategy


Modern communication technology mobile phone concept on high tech backgroundThe need for an effective mobile marketing strategy is apparent to many marketers, but the reality hasn’t caught up to that vision, according to a report from the CMO Council. Mobile commerce and marketing options continue to proliferate online, and marketers understand that conventional digital marketing strategies can’t be translated directly to mobile.

Instead, a custom approach is required. Sixty-one percent of senior marketers say that they have a mobile strategy either in place or in the works, but integration is still out on the horizon.

And the clock is ticking, since most marketers recognize that mobile can spawn great leaps in engagement.

“What’s noteworthy, however, is that the customer is advancing the importance of mobile, and it has less to do with marketers taking new technology options to their customers,” according to the report. “According to 32 percent of respondents, the reason that mobile is increasingly important is because customers are using mobile and social to connect with brands.”

This presents a great opportunity for marketers, but a lingering challenge—in addition to some of the cost-related obstacles brands may face—is one of campaign performance. Only nine percent of marketers say their mobile marketing campaigns are “very effective.” That leaves a lot to be desired industry-wide.

Marketers are committed to building out mobile strategy because of the strong promise it shows, but there will be growing pains as marketers invest more heavily while trying to elevate their campaign efficiency.

One of the more telling trends in mobile behavior—and in how receptive consumers are to receiving marketing through their devices—is the high opt-in rate for push messaging on mobile devices. According to Localytics, 52 percent of users choose to let apps send them push messages, which makes it easy to regularly reach those consumers.

That’s basically consumers electing to let apps deliver marketing content to them over time. In so many other areas of marketing, such engagement would be unheard of. Yet on mobile devices, for some reason, consumers have taken an entirely different approach.

Reasons like this show why marketers should work quickly to develop their mobile strategy and to integrate it fully with their overall digital approach.

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