Home of:

Mobile Marketing

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

Leave a Reply


See What People
Are Saying


“T-Mobile was able to delight customers with a fun game that could work across virtually any phone, with Velti making it possible. Velti was great to work with & their commitment to the success of the program was excellent.” - Chad Hodge, T-Mobile USA

Pic Stitch_logo

“The thing I love about Mobclix is its simplicity--sign up & you have instant access to over 35 ad networks. Not only that, but I’ve already seen a 400% increase in revenue from March, and 12M impressions a week!” - Alex Keim, Creator of Pic Stitch, Big Blue Clip  


"Mobclix greatly helps manage & control the quality of our ads, and as a result, our Fruit Ninja app made over $400,000 in April 2012 alone off of ad-network sales." - Jared Oats, Advertising Manager, Halfbrick


“TinyCo is thrilled to be working with the Velti Exchange—we’ve seen great results from the campaigns we’ve run so far and are excited about the future of our relationship!” - Growth & User Acquisition Team, Tinyco


“We strongly believe that mobile marketing and advertising is here and we have already taken the first successful steps in partnering with Velti in this new era for the mobile industry.” - MTC Russia


“Velti has shown consistent respect for policies and procedures, in addition to designing and implementing the campaigns. We look forward to continuing this fruitful cooperation in the future.” - MBC Group

Follow us


Who is Velti?

Subscribe to Newsletter