Mobile Marketing Implementation Challenges Slow Adoption Rates

It may be one of the hottest marketing channels for 2012, but it’s not without problems. We’re talking mobile here and new research shows that advertisers are seriously challenged as they confront the reality of this channel. By the end of the year, marketers hope to have conquered some of the problems they’ve encountered.

The new data was released by StrongMail, a key player in the email marketing arena. The survey encompassed over 800 responses which is a healthy number from which to draw some solid conclusions. Currently, about 45% of businesses engage in mobile marketing. But most are relatively new at this marketing angle with only 14% having used mobile for 3+ years. For 37% of businesses who haven’t started down the path to mobile, strategic direction is the key stumbling block. Another 34% cite the lack of resources, staff or funding as top issues.

The world of mobile advertising offers may types of formats and currently, marketers say they’re using the following:

  • Mobile push notification (from email or CRM) 24%
  • SMS/​MMS 40%
  • Mobile apps 55%
  • Mobile websites 70%
  • Mobile ads 34%
  • Mobile search 23%
  • Location-​based mobile marketing 13%
  • Mobile QR codes 49%

Another challenge comes when organizations try to manage mobile marketing. Currently, 32% of firms split the responsibility across multiple departments. Another 37% assign the task to the online marketing department and 14% have put the email marketing folks in charge of mobile.  About half of businesses are using internal resources to manage this channel and 34% are using both internal and external resources for mobile marketing.

This arrangement may explain why so few companies, only 23%,  are using the information they capture from the mobile channel to optimize their offers in other channels. As mobile marketing grabs more of the general marketing budget, companies will likely increase their focus on streamlining the process and improving efficiencies.

[Source: Mobile Marketing Survey 2012. StrongMail Systems. Web. 1 Jun. 2012] 
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.