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55% of Marketers Disappointed or Unsure of Mobile Marketing Effectiveness

Lauren Harper
Sr. Manager Social Marketing

As marketers are under more pressure to focus on the entire customer journey, mobile offers an instant and effective way to reach the right customers at the right time, with the right content.

But how are marketers incorporating mobile into their marketing strategies?

We teamed up with Social Media Today to find out if marketers are using mobile as part of their marketing strategy, and just how effective it is as a channel. From what we found, it looks like marketers are still missing the mark.

While many brands, including us, talk about how mobile is the next big platform for marketers, respondents to our survey are still just getting their feet wet, with 49% saying they have been employing mobile marketing tactics for less than a year. See these and other statistics below in the infographic.

The road thus far has been a rocky one, with the majority of our respondents saying that their mobile efforts are in fact not living up to their expectations.

Mobile today seems to be similar to how social media was about five years ago: brands realize they should probably be using it, but aren’t quite sure how to get started, how to measure it, or exactly how consumers will react to it.

However, with consumers checking their phones 150 times every day (on average), it stands to reason that mobile will become the focus for many marketers and advertisers in the coming years. In fact, Econsultancy found that 67% of businesses planned to increase their mobile marketing budgets in 2015.

As consumers increase the amount of purchases made on their mobile devices, brands will need to find a way to make mobile work for them.

Get even more social and mobile insights in our Social and Mobile Marketing Data Report.

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