Half of marketers say mobile marketing pays off
|20 Aug 2012 11:07 BST||Back|
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52% of marketers say mobile rings up greater ROI than traditional marketing programmes, according to a survey by Luth Research for SoundBite Communications.
Luth Research surveyed 122 senior marketers at companies with more than $1bn in annual revenue and the results appear in an infographic: Swot analysis for mobile ROI.
The top two reasons for using mobile marketing are to increase brand awareness (39%) and attract new customers (39%).
Customer retention is also important, with 37% of respondents saying they use mobile marketing to keep customers. Other uses include to increase customer average spend (35%) and purchase frequency (30%).
Only 11% use mobile marketing to win back lapsed customers or to help customers keep track of how many loyalty points they have.
Customers’ privacy concerns are seen as a threat by 35% of respondents while 30% believe that lack of knowledge within their organisations is an issue. A minority (15%) of respondents said they are working on new mobile strategies.
For more mobile marketing articles see the DMA Mobile Marketing blog