Mobile Marketing Reaches Consumers on the Go

Sept. 23, 2009
New study shows 62% of companies are increasing their budgets for mobile marketing even as they reduce or completely eliminate programs in many other areas.

Recent advances in mobile devices and related technologies and standards make it possible for companies to capitalize on mobile marketing as an intimate yet ubiquitous way to reach consumers on the go in a relevant, engaging, and profitable manner, according to a new report by Aberdeen Group.

Leading organizations engage in anytime, anywhere marketing through mobile devices in ways that yield positive business outcomes, including increased customer acquisition, retention and profitability, says the research.

The report finds that 65% of top performers, compared to 13% of Laggards, are currently satisfied with their average return on marketing investment (ROMI) on mobile marketing campaigns.

By contrast, only 40% of top companies, compared to 8% of Laggards, are currently satisfied with their average ROMI on traditional media (TV, radio, print).

The fact that leading companies are 1.6 times more satisfied with their ROMI on mobile marketing versus marketing through traditional media helps explain why 62% of companies are increasing their budgets for mobile marketing even as they reduce or completely eliminate programs in many other areas.

Mobile marketing programs are evolving at a rapid clip, with many companies expanding their capabilities beyond text message marketing by adopting integrated, multi-channel approaches that might involve, for example, an initial call-to-action that drives the consumer to a mobile website where they can then view a video, enter a sweepstakes, request a coupon or engage in any number of other brand experiences.

Aberdeen research suggests that success in leveraging the mobile channel also requires a combination of strategic actions, organizational capabilities and performance metrics. With respect to the latter, Aberdeen found that leading companies are 10 times more likely than Laggards to have defined performance metrics in place for measuring mobile marketing effectiveness.

"The combination of reach and intimacy makes marketing through the mobile channel a highly effective way to engage, interact and even transact with consumers," said Jeff Zabin, Research Fellow at Aberdeen Group. "Getting mobile marketing right is a great challenge. It's also an opportunity with enormous upside in terms of driving customer acquisition, retention and profitability on an ongoing basis."

To view the report visit:

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