Skip to: Navigation | Content | Footer

Majority of marketers not confident they’ve sussed mobile 

The majority of marketers admit they haven’t got to grips with how to adequately tap into the way people use mobiles today, according to a report by the Mobile Marketing Association and RadiumOne.

Author: News Desk

Posted on: 17 March 2017 08:55

Majority of marketers not confident they’ve sussed mobile 

On mobile data, Craig Tuck says: "most marketers simply aren’t confident of exploiting it adequately."
Interviews with over 300 senior marketers revealed that although the vast majority (80%) agree the rise of mobile has significantly increased the amount of data and signals at their disposal, according to the study:
 
* Two-thirds admitted they’re not confident they've identified the most critical signals in their customers’ journey
* Over six in 10 (61%) aren’t still fully confident in their ability to find new profitable customers
* 58% are not fully confident in their re-engagement efforts to prevent customer churn
* Over 50% aren’t confident in their ability to acquire new customers and re-engage lost ones.
 
“The industry talks incessantly about the flood of new data being produced and this is certainly the case with mobile, as people do more things on them, but the simple truth is most marketers simply aren’t confident of exploiting it adequately,” said Craig Tuck, RadiumOne’s UK MD. “Consequently, the industry needs to do more in helping them in three key areas: identifying the right consumer signals of interest, building accurate predictions and then activating these to increase ROI.”
 
Indeed, when it comes to using data to improve branding, marketers cite “knowing where consumers are on their journey” as their biggest challenge (cited by 38%). For driving sales, it’s "knowing what the most important customer interaction points are" (also 38%).
 
Marketers cited content sharing from apps (29%) mobile site visits (28%) and app installs (27%) as the most valuable signals for improving mobile branding. For mobile direct response, its purchase data (38%), geo-location and bookmarked content (both 35%).
 
Tuck acknowledges that driving purchases on mobile has “historically, been a challenge compared to desktop,” so brands that want to increase mobile transactions should “focus on the in-app experience – from having a simple UI, easy-to-access content and sharing features, and an easy way to buy.”
 
The full report “Mobile’s Impact on the Consumer Journey” is available here.
comments powered by Disqus

Most read on InPublishing

These are the most read stories on the InPublishing website over the last 14 days, in order from the top.

Articles

My Publishing Life – Mark Allen

Mark Allen
Posted on: 9 November 2017

My Publishing Life – Adam Sherman

Adam Sherman
Posted on: 16 October 2017

5 minutes with… Cornelius Conlon

Cornelius Conlon
Posted on: 15 November 2017

5 minutes with… Jan de Roos

Jan de Roos
Posted on: 2 November 2017

iPlayer

Paul McNamee
Posted on: 26 September 2017

The Key Industry Dynamics

Jim Bilton
Posted on: 26 September 2017

Ad blocking: it’s not over

James Evelegh
Posted on: 2 November 2017

What membership really means for publishers

Carolyn Morgan
Posted on: 26 September 2017

The reader must pay!

James Evelegh
Posted on: 9 November 2017

Honing your mobile strategy

James Evelegh
Posted on: 26 October 2017

This list is based on data from Google Analytics, and is refreshed every 24 hours. (Last updated: 20/11/2017 06:34)

Find out more about

Featured job

Insights and Innovations Manager
Salary: Competitive
DC Thomson & Co. Ltd
Dundee

Featured in InPublishing Jobs

InPub Weekly: Sign-up

Click here to sign up for our free weekly email newsletter:

Sign up now!

Magazine registration

Next Top Tips Webinar

Processing, Permission and Personal Data - the 3Ps of GDPR that you must get right before May 2018

2.30-3pm (GMT), Wednesday 22 November 2017

Hellen Beveridge

FREE-TO-ATTEND

Webinar sponsored by

Publishing Partners Guide