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Salesforce’s 2015 State of Marketing
Industry Report... asked 5,000 global marketers questions about their business priorities, projected spend, and the state of their marketing strategy. This presentation dives into their answers regarding mobile marketing.
After 3 predicted “years of
mobile,” 2015 will put an end to the hype and mobile will finally pull through. Mobile in the Marketing World 71%of marketers now believe mobile marketing is core to their business. 68%of marketers have integrated mobile marketing into their overall marketing strategy.
Email on Mobile Looking at
usage rates of email marketing campaigns and their effectiveness, marketers rank mobile opt-ins as the most effective, with 54%rating them as very effective or effective, 27%view them as somewhat effective. Only 17% view them as not very effective (2% don’t know). 54% very effective or effective 27% somewhat effective 17% not very effective
33% of marketers said their
emails are read on a mobile device at least 50% of the time. Last year the number of marketers was 24%. Email on Mobile: Responsive Design 2014 2015 24% 33%
Email on Mobile: Responsive Design
Between 2014 and 2015, frequent use of mobile-responsive emails jumped from 35% to 48%. Sending people from those mobile-responsive emails to a mobile-responsive landing page jumped from 40% to 46%. 35% 48% 6%
46% of marketers are using
some form of mobile marketing (SMS, push notifications, mobile apps, or location- based functionality) up from 23% in 2014. The True Year of Mobile 2014 2015 23% 46% 58%of marketers have a dedicated team to manage their company’s mobile marketing program, up from 35%in 2014. 2014 2015 35% 58%
What is the return of
mobile marketing? 90% of marketers are currently producing ROI from mobile directly or indirectly, or will in the near future. The True Year of Mobile 10% 26% 33% 31% 90% Directly produces some-significant ROI Will eventually produce ROI Indirectly produces ROI Not likely to produce Roi /unsure
But is mobile making a
big impact on business’ performance? The True Year of Mobile Our business' primary revenue source is linked to mobile marketing Mobile marketing indirectly impacts our business performance Mobile marketing is a critical enabler of our products and services 2015 2014 15% 70% 15% 14% 57% 29%
Which which metrics do marketers
measure their mobile marketing success? The True Year of Mobile 43% 39% 37% 35% 35% 35% 28% 28% Mobile website or app traffic Conversion Rate Lead Generation # of Phone interactions Overall Brand Awareness Revenue from mobile transactions Mobile App Ratings # of SMS/ Push Notification Opt-Ins
Mobile Integration 2014 2015 49%
68% 40% 11% 28% 4% Yes No Don’t Know Very effective/ effective Somewhat effective Not very effective/not at all 61% 32% 6% Have you integrated mobile marketing into your overall marketing strategy? How effective is your mobile marketing integration?
Thank you for viewing! Did
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