July 12, 2012
Although it is becoming more important for marketers to have a mobile marketing strategy implemented due to growing mobile (specifically smartphone) adoption, the latest data re-released by eMarketer (from IBM) shows that increasing mobile fragmentation is the top reason why it’s difficult for marketers to reach customers in large numbers in general. The huge variety of mobile devices makes it difficult for marketers to keep their mobile sites/apps and marketing strategies optimized for all devices (but it’s possible to deliver your campaigns to every device type!). According to the same data, the mobile marketing tactic currently most used by companies is mobile-optimized sites (46% of marketers), followed closely by mobile applications and mobile email. Similarly, the mobile marketing tactic the most number of marketers plan to implement is mobile ads, followed by mobile email and mobile applications.
What does this mean for mobile? Well, since the largest percentage of marketers cited increasing mobile fragmentation as the largest obstacle to reaching users, marketers acknowledge that mobile is a very important channel to implement into their marketing strategies. As more marketers mobile-optimize their sites, more revenue will come in to mobile Web development technology providers and those who can optimize sites for mobile and tablets.
Based on the charts above, below are some key highlights and takeaways I think are important for mobile marketers & advertisers to consider.
- Mobile fragmentation/increasing device choices is the most-cited challenge to reaching users (41% of marketers)
- Marketers value having a mobile-optimized site and/or mobile app more than location based targeting and messaging campaigns
- In 12 months, 76% of marketers should have mobile-optimized sites
- Out of the six tactics listed, location-based targeting and mobile messaging campaigns would be the least used tactic ever (70% and 71%, respectively)
- More clients and revenues flowing into the coffers of mobile Web development technology providers in the foreseeable future
- Marketers must consider mobile marketing strategies that can reach all device types (both smartphone and feature phones)
- Mobile sites, mobile apps and mobile email are popular tactics for creating engaging experiences with customers–but don’t discount direct conversational opportunities such as mobile messaging campaigns and location based targeting
- Just because other companies are doing it doesn’t mean you have to as well–evaluate what tactic works best for your business objectives and strategies and go for it