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Half of marketers say mobile marketing pays off

20 Aug 2012 11:07 BST Back
Half of marketers say mobile marketing pays off
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Also in the news

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. 

Posted by

Smarayda Christoforou

For more mobile marketing articles see the DMA Mobile Marketing blog

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