Study: Marketers Interested in Mobile; Measurement/ROI Remains a Barrier

Mobile

January 15, 2013 – A joint study by the ANA (Association of National Advertisers) and media specialist firm MediaVestfinds 85% of marketers, who are currently using mobile media initiatives to reach consumers, intend to raise their mobile budgets in the near future.

Additional findings:

MOBILE MARKETING OBJECTIVES
 

• The most common marketing objectives in mobile include:
  • Brand building / management (83%)
  • Awareness (78%)
  • Customer loyalty / retention (74%)

MOBILE'S ATTRACTION
 

• The top three draws of mobile, according to respondents:
  • Reach with unique audiences (85%)
  • Ability to deliver content on the go (80%)
  • Location awareness (78%)

 
TOP BARRIER: MEASUREMENT/ROI
 

• The most noted barrier to the development of marketers’ use of mobile is measurement—42% of marketers indicated they are concerned with having proper mobile metrics in place, and another 42% are concerned with an inability to prove ROI.

MOBILE STRATEGIES
 

• The most often used mobile marketing tactics:
  • Mobile websites (84%)
  • Search (78%)
  • Apps (76%)
  • Display (75%) 

 

• More marketers plan to start using location-based services (28%) in the future than any other mobile tactic.

PAYING FOR MOBILE
 

• Most funding for mobile is reallocated from other marketing budgets, such as traditional (37%) and digital (26%).

 
 
About: The survey was conducted online during the fourth quarter of 2012 among a sample of 68 client-side marketers who are currently using or planning to use mobile media initiatives to reach consumers. Respondents were drawn from the membership of the ANA. Only firms that are currently involved in mobile marketing or are planning to get involved in mobile marketing were allowed to participate in the survey.

Source: ANA news release, ANA / MediaVest Study Reveals: Overwhelming Marketer Interest in Mobile But Concerns Exist Over Measurement / ROI, January 15, 2013.