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BizReport : Mobile Marketing : July 22, 2010

eROI: Marketers place little importance on consumers' mobile experience

With over 285 million mobile phones in the U.S., and more than 70 million smartphones, you would think that marketers were ensuring their email and online offerings were maximized for such devices. Think again.

by Helen Leggatt

eroi.gifAccording to a recent survey from eROI, marketers are being lackadaisical when it comes to ensuring consumers can enjoy their digital content on a mobile device.

Of the 500 or so B2B and B2C marketers surveyed by eROI, just 31.6% believed optimizing digital content for mobile devices was "important".

Almost 30% "weren't sure" and a quarter said they are currently testing to determine the importance.

Unbelievably, 15% thought optimized mobile experiences "didn't matter".

But do marketers even know how prevalent the use of mobile devices is among their email subscribers? That's a big, fat, no according to eROI's report, "The Current State of Social, Mobile and Email Integration", which found 63% of marketers were not measuring usage and 11.5% weren't sure.

"The big thing is that mobile is here and while a lot of marketers talk about it, not a lot of people are doing it right," said eROI VP-Products Jeff Mills.

If you haven't yet optimized your website for use by on-the-go consumers then check out's list of fixes including ditching Flash, stripping down navigation and optimizing HTML.

Tags: email marketing, mobile marketing, research

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