CMO EXCLUSIVES | April 18, 2013
Jessica K. Jeffcoat
By the end of 2013, there will be more mobile devices than people on Earth, according toCisco. Suffice to say, mobile marketing is no longer a “nice to have.” Therefore, it’s critical that companies establish a strong mobile presence and incorporate mobile technologies into their marketing mix.
However, Frost & Sullivan’s Growth Team Membership program’s recent survey of nearly 500 B2B and B2C marketing executives reveals that the majority of respondents are not yet using mobile marketing tactics. Those who do rate their mobile efforts as “average” at best. Furthermore, close to half don’t plan to begin using mobile in 2013, and even more have no future plans to use mobile marketing–ever.
Mobile Tactics: The Business Model Divide
Among the respondents already using mobile, the survey uncovers notable differences between business models. Whereas most B2B marketers use mobile versions of e-mail and mobile-optimized Web pages, the majority of B2C marketers choose mobile-social integration (i.e., the launch of an offer from a mobile Facebook fan page) as their preferred mobile tactic.
The majority of both B2B and B2C respondents say they intend to start using mobile apps and mobile-optimized websites in 2013. Surprisingly, most respondents across the board do not plan to use mobile versions of e-mails in 2013.
What should you do? Although mobile apps may not be appropriate for all businesses, all companies must optimize their e-mail and Web sites for mobile access if they want to keep existing customers and attract new ones.
New Marketing Platform, Same Old Limitations
Talent and cash limitations are common challenges for marketers, and mobile isn’t any different. Survey respondents identify insufficient budgets and expertise as the chief obstacles to their mobile efforts. The majority of marketers globally (54 percent) anticipate only moderate budget increases for mobile activities in 2013, which makes it unlikely their primary concerns will be addressed in the near future. Accordingly, marketing departments must maximize their limited resources and apply them to at least the basics: ensuring customers and prospects have mobile-optimized access to their companies’ e-mails and Web sites.
Mobile is not the way of the future; it’s where your customers already are.
Access our infographic, which examines how companies in the Americas, Asia-Pacific, and Europe are using mobile technologies, the obstacles they are facing, and their future plans.