In the past year, more marketers have invested resources in social media and the use of the format is nearly universal. However, while most enterprises say they’ll spend more on social media in the coming year, their plans for mobile aren’t so clear. Analysts believe it may take another year of solid dedicated growth and ROI in the format for more marketers to increase their commitment to mobile.
The recently published SIIA Marketing Survey is now in its second year. The survey queried leading marketing executives on their attitudes regarding social and mobile marketing. Nearly all, 98%, of executives say they’re using social media. However, the survey showed marketers recorded a slight decrease in the positive impact on business as a result of social media efforts. This year, only 69% link a positive business impact to social media. Last year the number was 74%. About 1/3 of executives believe social media is adding to their marketing costs while 7% believe they’re saving money by shifting resources to this format. Overall, 69% will increase the resources they give to social media this year.
The number of marketers in this survey pool who use mobile marketing also fell this year, from 29% to 25%. One reason for the drop may relate to low use numbers. About ½ of these executives say that fewer than 5% of clients are using any form of mobile to engage with them. But that number is growing, according to 16% of the enterprises in this survey. Mobile remains a difficult and expensive proposition for many marketers as the platforms continue to change. Only 12% of these marketers continue to target Blackberry users while they say iOS, Droid and Windows platforms are expanding.
Rhianna Collier, Vice President of the SIIA Software Division, believes that “more evidence of positive results, combined with expanding smartphone penetration and technological developments, should fuel mobile marketing growth in the years ahead.”[Source: SIIA Marketing Survey Shows Significant Jump in Business Use of Social Media Marketing. SIIA.net. 25 Feb. 2013. Web. 5 Mar. 2013]