Mobile Marketers “Unsophisticated” Says Strongmail
Strongmail is asserting that mobile marketers just don’t stack up in the sophistication department. According to results from the email marketing solution provider’s new survey, at least half (44 percent) are still strumming their banjos in the digital backwoods when it comes to mobile, and more specifically, mobile with a cross-channel component.
"It's clear that the vast majority of businesses understand the value of using mobile marketing to drive customer engagement and lifetime value, but they are struggling to implement sophisticated, cross-channel approaches that can fully leverage the strengths of this emerging channel," said Katrina Conn, vice president of marketing services, StrongMail.
StrongMail’s survey revealed that mobile marketing adoption has increased 22 percent over the past year and is now being leveraged by over half of all businesses (56 percent) – in the form of mobile websites, mobile apps, and mobile optimized email. The problem, according to Strongmail, is that a lack of strategy and associated resources are slowing the growth. The good news for companies like Strongmail is that more than 80 percent of businesses that do not currently conduct any mobile marketing initiatives plan to do so in the future, with at least half doing so in the coming year.
Additional highlights from the “StrongMail Mobile Marketing Survey 2013” study include:
• 43% cite lack of strategy as biggest barrier to adoption, followed by lack of resources (21%)
• 56% have not integrated mobile marketing into cross-channel, lifecycle marketing programs
• Mobile websites (77%), apps (60%) and mobile-optimized email (49%) are most popular forms
• 57% reported increased mobile marketing budgets for past 12 months; only 3% saw a decrease