Mobile Marketing Survey 2013

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1 Mobile Marketing Survey 2013 Majority of Businesses Now Conduct Mobile Marketing, but Challenges Slow Progress A new StrongMail survey conducted in conjunction with SurveyMonkey from May 20 to 31, 2013, reflects the attitudes of 745 business leaders in regards to mobile marketing adoption, budgets, techniques, challenges, benefits and integration with other channels. The survey showed that mobile marketing adoption rose from 45% adoption in April 2012 to 55% in May 2013, a 22% increase. While the majority of businesses now conduct some form of mobile marketing, it s interesting to note that 50% of those have only been using it for 12 months or less. The top three applications were mobile websites (77%), mobile apps (60%) and mobile-optimized (49%). The inclusion of mobile-optimized templates in the top three is supported by a related statistic: more than a third of businesses reported that 25% or more of all their opens occurred on mobile devices. Despite the continued growth, challenges remain. The biggest reported obstacles to mobile marketing adoption were determining the right strategy (43%), lack of resources/staff (21%) and lack of funding/budget (12%). The survey results also show that marketers are largely adopting mobile marketing in a silo-ed fashion. Only 32% of respondents are using mobile in cross-channel lifecycle marketing programs. This is a statistic that will surely increase as the channel matures and marketers find ways to more easily integrate mobile into existing marketing programs. The following charts highlight the most relevant and significant data points from the survey. More information on the survey can be found in the following press release distributed on June 17, 2013: 1. What is the size of your organization? 1-50 Employees 32.4% Employees 11.8% Employees 23% Employees 7.9% More than 1,000 Employees 24.2% Don t know/decline to state 0.7% 0% 10% 20% 30% 40% 1

2 2. What is your primary role within your organization? Marketing 53% Executive Management 12.9% Other, please specify 8.4% Sales/Business Development 7.8% E-Commerce 7.5% Information Technology 7.2% Product Management 3.1% 3. Are you currently using mobile as a marketing channel? Yes 55.6% No 44.4% 2

3 For companies not currently using mobile as a marketing channel 4. Why aren t you leveraging mobile marketing? We see value in mobile, but haven t in mobile, but haven t yet yet determined determined the the right right strategy strategy 42.9% 42.9% Lack of of resources/staff 21.1% 21.1% It s not an appropriate Lack fit of for funding/budget our business 14.0% 14.0% We don t see any value Lack in of mobile funding/budget marketing 11.9% 11.9% It s not an appropriate Other, fit for please our business specify 6.6% 6.6% We don t see any value Other, in mobile please marketing specify 3.6% 3.6% 0% 13% 25% 38% 50% 0% 13% 25% 38% 50% 5. Are you planning to use mobile marketing in the future? Yes, in the next six months 15.1% Yes, in 6 to 12 months 28.6% Yes, in a year or more 35.8% No 20.5% 0% 10% 20% 30% 40% 3

4 6. What type of mobile marketing are you planning to implement? Mobile website 63.8% Mobile apps (iphone, Android, Blackberry, etc.) 55.7% Mobile-optimized 46.6% SMS/MMS Mobile advertising 30.5% 28.9% Mobile QR codes Mobile search Push notifications 19.1% 16.8% 22.5% Location-based mobile marketing 10.4% Other, please specify Passbook / mobile wallet 4.0% 2.3% 0% 18% 35% 53% 70% For companies currently using mobile as a marketing channel 7. How long have you been conducting mobile marketing? 6 months or less 22.9% 6 12 months 27.8% 1 2 years 34.5% 3 years or more 14.8% 0% 10% 20% 30% 40% 4

5 8. What type of mobile marketing are you currently using? Mobile website 76.2% Mobile apps (iphone, Android, Blackberry, etc.) 59.6% Mobile-optimized 49.0% Mobile advertising Mobile QR codes SMS/MMS 38.0% 41.7% 40.8% Mobile search 30.2% Push notifications Location-based mobile marketing 15.5% 19.9% Passbook / mobile wallet Other, please specify 3.3% 1.8% 0% 20% 40% 60% 80% 9. What type of mobile marketing are you planning to implement in the next 12 months? Mobile website Mobile apps (iphone, Android, Blackberry, etc.) 48.2% 48.0% Mobile-optimized 43.6% Mobile advertising 37.1% Push notifications Location-based mobile marketing Mobile search SMS/MMS 30.7% 30.0% 29.1% 28.7% Mobile QR codes 24.7% Passbook / mobile wallet 9.3% 0% 13% 25% 38% 50% 5

6 10. How has your mobile marketing budget changed in the past year? Increased 57.4% Stayed the same 20.5% 19.6% Decreased 2.5% 11. How do you expect your mobile marketing budget to change in the next 12 months? Increase 67.3% 16.3% Stay the same 15.1% Decrease 1.4% 0% 18% 35% 53% 70% 6

7 12. What are your top objectives for mobile marketing? Increase sales 56.6% Improve customer service/convenience 53.3% Increase brand awareness 49.9% Acquire new customers 49.4% Grow opt-in list 16.2% Grow mobile opt-in list 15.5% Lower support costs 5.3% 2.5% 13. Are you currently running any cross-channel, lifecycle marketing programs that include mobile messaging? No 55.5% Yes 32.4% 12.1% 7

8 14. Have you integrated your marketing and mobile marketing programs? Yes 55.1% No 44.9% 15. How have you integrated and mobile marketing? Use of mobile optimized landing pages/website 68.3% Use of mobile optimized templates 62.1% Capture mobile number during registration/signup 39.6% Cross-channel /sms campaigns 25.8% Capture address via inbound SMS 19.6% 0% 18% 35% 53% 70% 8

9 16. What percentage of your subscribers accesses your messages on mobile devices? 10% or less 14.1% 10-25% 35.3% 25-50% 28.8% More than 50% 7.1% 14.7% 0% 10% 20% 30% 40% 17. Have you used mobile response data to optimize offers in other channels? No 54.5% Yes 24.8% 20.6% 9

10 18. How do you manage your mobile marketing? We use internal resources 47.8% We use both internal resources and an outside agency 39.9% We use an outside agency 7.5% 4.9% 0% 13% 25% 38% 50% 19. What teams participate in your mobile marketing efforts? 77.2% Website 77.2% Search 36.1% Direct 33.3% Display 32.9% Other, please specify 5.6% 0% 20% 40% 60% 80% About the Survey The StrongMail Mobile Marketing Survey 2013 was conducted in conjunction with SurveyMonkey. The poll, which gathered feedback from 745 business executives in a wide range of industries, was conducted from May 20-31, About StrongMail StrongMail empowers marketers to achieve their acquisition, retention and loyalty objectives with powerful and crosschannel marketing solutions. With StrongMail s market-leading solutions and services, brands can quickly, simply and effectively employ these vital communication channels to expand both reach and revenue. StrongMail provides marketers with the tools they need to drive more value from their marketing programs: a drag-and-drop interface for lifecycle marketing, real-time testing and optimization, dynamic reporting and unparalleled data access. StrongMail has a proven track record helping leading brands with sophisticated data needs boost the performance of their marketing initiatives across , mobile and social channels. Visit or call us at +1 (650) for more information. 10

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