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BizReport : Mobile Marketing : May 24, 2012

StrongMail: Only 45% of businesses have mobile marketing program

New research reveals that, while businesses recognize the benefits and the need for a mobile marketing program, a lack of resources and strategy is holding many back.

by Helen Leggatt StrongMail surveyed 802 business leaders about the role of mobile marketing in their business, more than half said they believed a mobile program could help them get new customers and increase sales. Just under half agreed that a mobile program would increase brand awareness.

However, despite the general feeling that just about every business is going mobile, the StrongMail survey (.pdf) found that only 45% of businesses are conducting some form of mobile marketing.

The most common marketing techniques currently being employed among businesses with a mobile strategy are mobile websites (70%), mobile apps (55%) and QR codes (49%). Over half have been running such campaigns for a year or less.

For over a third of businesses (37%) the major obstacle to mobile marketing adoption is a lack of strategy followed by a lack of resources (22%). A lack of marketing dollars is also holding back marketers with over half of businesses allocating just 5% or less to mobile programs and almost a quarter allocating less than 1%.

"With smartphones now accounting for nearly half of all devices in use by mobile users, it is more imperative than ever for digital marketers to adopt and integrate mobile marketing tactics into email and their overall marketing mix," said Kara Trivunovic, vice president of agency services, StrongMail.

The good news is the survey revealed that businesses do recognize the need for increased mobile marketing activity. Over half (55%) reported increased mobile marketing budgets over the past 12 months and 70% expect their mobile budget to increase in the next 12 months.

Tags: marketing budget, marketing channel, mobile apps, mobile budget, mobile marketing, mobile website, QR codes

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