The 2012 Chief Marketer Mobile Marketing Survey was released last week and it revealed a lot about how marketers approach their mobile marketing.
Fifty-seven percent of marketers have used some form of mobile marketing in 2011, with 30% saying that they launched a purely mobile campaign. This just means that mobile is now seen as a tactical asset but not as a main marketing channel. For 2012, that number is set to increase with more than half of the respondents saying that they will be launching campaigns that are exclusive to mobile. More than a quarter are still not decided on whether to run a mobile campaign or not. Expect more companies to come up with a mobile only campaign than the 51% who already said they would.
The Chief Marketer study also shows that optimization should be at the heart of every mobile campaign. In fact, 31% have optimized their existing sites to display well on mobile devices while another 17% said that they run a separate mobile site just for their campaigns.
For 39%, they did not optimize their websites nor did they create a standalone mobile site. More than a third of these said that budget was a problem, while a quarter said that they did not do so because mobile users were not a primary target while another quarter said that nobody in the company would take charge of optimizing their websites. This does mean that marketers need to be educated about the importance of having a mobile optimized website for their mobile campaigns.
The study also reveals that increasing use of QR codes by marketers in their mobile campaigns. In 2011, 68% said that they used QR codes in their marketing, a 15-percentage point from the 2010 levels. QR codes are the only method that registered a marked increase from all other tactics, including smartphone apps, mobile display ads, video, coupons and mobile games. Marketing via SMS and text messaging fell from 59% in 2010 to only 50% in 2011.
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