40 Per Cent of Media Companies Planning to Integrate Mobile Marketing

Econsultancy have published its first cross-channel marketing report in association with Responsys detailing the upward trend of organisations emphasising on wider mobile-related campaigns in their cross channel marketing campaigns in a bid to generate higher sales revenue and interactive customer service.

The report that surveys 650 media companies reveals 40 per cent of companies plan to integrate mobile marketing strategies into their campaigns, with 55 per cent saying that mobile marketing generates higher ROI. Companies are adopting specific mobile marketing channels, with 35 per cent engaged in mobile search marketing and 27 per cent implementing push notifications. In terms of mobile display advertising, one in four companies have integrated this strategy with 22 per cent implementing in-app advertising.

The report states that despite the growing emphasis on mobile marketing by companies, only 14 per cent incorporate email with mobile, indicating early development stages of mobile marketing channels deployed by companies. Further research indicates that while 49 per cent of companies incorporate mobile into their wider marketing campaigns, of these only 35 per cent implement it at a basic level.

The report highlights a split debate between companies placing importance of display advertising   integrated in mobile marketing, with 33 per cent of companies surveyed believing customers are more actively engaged on mobile compared with 40 per cent of companies believing customers are less engaged. The report states in terms of geofencing marketing strategies, only 28 per cent of companies surveyed are integrating location-based targeting for mobile display advertising. Findings also reveal that 28 per cent of agencies have indicated their clients are currently deploying location-based marketing.