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Potential Mobile Marketers Lack Resources, Strategy

Posted on 5.23.2012

A new study from interactive marketing solutions provider StrongMail reveals that more than half of marketers still face challenges in implementing a mobile strategy.

The most popular forms of mobile marketing are mobile websites (70 percent), mobile applications (55 percent) and QR codes (49 percent). However, only 45 percent of marketers are currently running any of these mobile strategies, with 57 percent of those who are only doing so for a year or less.

The study also reveals that 75 percent of businesses not running programs plan to do so within a year or more – and of those businesses that are running mobile programs, 70 percent expect to see their budgets increase during the same time period.

Other statistics from the survey show that 37 percent of respondents cite a lack of strategy as the top reason for not having a mobile marketing program, followed by 22 percent claiming a lack of resources. More than half of respondents expect a mobile program to help them increase sales and acquire new customers, while almost half expect it to increase brand awareness.

Almost a quarter of respondents reported less than 1 percent of their budgets go towards mobile. On the bright side, 55 percent of respondents report an increased mobile budget during the past 12 months, and only 2 percent saw a decrease in budget.

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