Only 16% of marketers have a formal strategy for leveraging and exploiting mobile devices – according to a report.
In a mobile advertising study by the Chief Marketing Officer (CMO) Council, which consists of a global network of thousands of marketing executives, only 16% of marketers said they have an official plan for taking advantage of the booming mobile market.
The report also found that for those forward-thinking marketers that made the leap into mobile, only 14% were satisfied with their progress in fully exploiting the mobile channel.
“In fact, the majority of marketers are simply not satisfied with their progress at all,” the report said.
The study recognised the heightened value of the mobile, thanks in part to the increasing amount and variation of devices hitting the market, but also thanks to the users’ reliance on mobile devices for life and business.
“Despite all of the accolades and positive sentiment for the opportunity of mobile, marketing lacks the strategy and so far has been met with only moderate results from their investments and campaigns,” the report said.
The council’s study also found that 77% of marketers believe that a key impediment is the lack of best practices or case studies that demonstrate good results across the mobile platform.
Mindset Needs To Change
To address the issue, the CMO Council has since gathered a handful of positive case studies reflecting mobile advertising and relationship marketing, to demonstrate that key mobile strategies can begin to drive measurable and effective results.
The report concluded that mobile marketing must be developed from a ‘mobile-first’ mindset, rather than assuming that digital or online strategies can be tweaked and refreshed as mobile web experiences.
The CMO Council is dedicated to ‘thought leadership’ and relationship building among senior corporate marketing leaders, and has more than 6,500 members which control more than $350 billion in aggregated annual marketing expenditures.