How Mobile Transforms Businesses
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Mobile can have a big impact on businesses and can even be seen as a Game Changer. So marketers plan to invest more next year: +61% in Consultants & Strategy, +67% in Mobile Apps & Website Creation, +68% in Mobile Media and +61% in Data + Analytics And 72% Marketers agree that mobile is the best way to build ROI
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How Mobile Transforms Businesses
- 1. Marketers are convinced about the impact that mobile can have on their business and personal career. In their quest to stay ahead of the curve, they see data as a critical element and a source of sustainable competitive advantage in mobile. So they plan to invest more next year 61% Consultants & Strategy 67% Asset Creation 68% Mobile Media 61% Data + Analytics MOBILE TRANSFORMS BUSINESSES Marketers are convinced about mobile Marketers see mobile as a GAME CHANGER... D A T A C A N U N L E A S H Enhance the equity of my brands Generate new THE POWER OF MOBILE but not all marketers are prepared 76% Marketers agree that mobile is the closest you can get to consumer Marketers who agree that mobile an give them a competitive advantage in this area 72% Marketers agree that mobile is the best way to build ROI SIGNIFICANT & SUSTAINABLE SIGNIFICANT BUT NOT SUSTAINABLE 46% 19% 23% 11% leads Facilitate Transaction Improve Customer Service Increase loyalty retention Marketers follow three stages in their path to unleash the power of data in mobile Demographics Preferences Cross Platform Targeting Behavioral Targeting Real-time Location Lat/Long Mobile Subscription Services Mobile Device IDENTIFY DEVELOP TARGET 40% 32% 36% 34% 45% 23% 45% 30% 48% 26% SIGNIFICANT + SUSTAINABLE FUNNEL Significant but not Sustainable Small + Sustainable Small + Not Sustainable No advantages 2% Marketers who agree that data can give them an advantage in Mobile 33% MOBILE DATA PIONEER Marketers who are convinced about data being a competitive advantage and already have the right infrastructure 31% CONVINCED & TRYING Marketers who see data as a competitive advantage but don’t have the right data capabilities yet 36% INDIFFERENT Not convinced about mobile data as a competitive advantage the right customer for mobile the right creative + value proposition our customers with the right mobile assets OPTIMIZE creative in real-time MEASURE engagement with campaign 50% 69% 63% 43% 54% 70% 32% 41% 67% 34% 34% 70% 26% 26% 78% 25% 29% 72% 26% 34% 66% AND THE ROLE OF DATA AS A GAME CHANGER 80% Marketers agree that mobile is a way to improve your career 68% Marketers agree that mobile is the best way to transform your business model PURCHASE What type of data do they find important? What types of mobile tactics do they use? What is their immediate challenge? 34% 30% 5% 13% 27% 15% 23% 10% 16% 17% 16% $ Mobile Apps Social Media Mobile Video Paid Search Push alerts Mobile Audio Location targeting Mobile Coupons 52% 71% 72% 48% 56% 77% 37% 45% 89% 48% 53% 66% 26% 38% 66% 26% 34% 69% 24% 29% 74% 19% 23% 77% MOBILE DATA PIONEER CONVINCED INDIFFERENT & TRYING HOW 12% 19% 8% 17% Source: Joint study conducted by the Mobile Marketing Association and Neustar among marketers (N= 400). Fieldwork was conducted in June 2013 by Research Now.