The research showed that both the size of the programs and their budgets should increase.
Leading provider of digital marketing solutions for smartphones, tablets, email, and social media engagement, StrongMail, has released the findings from its recent survey.
The results were printed in a report called the “StrongMail Mobile Marketing Survey 2012” and indicated that the adoption of a number of different forms of mobile marketing were already strong and that they would also be increasing.
However, some companies were hesitant to begin due to certain key challenges
Though the survey found that many companies want to be able to use these techniques, it also determined that there were issues of resources and strategy that were holding them back from being able to embrace it as they would like.
The survey was held in April 2012 and involved the participation of over 800 business leaders.
The results showed that the most popular types of mobile marketing among businesses are QR codes (49 percent), mobile apps (55 percent), and mobile websites (70 percent. However, as popular as they may be, at the moment, only half of all marketers are currently actually putting them into use.
Among those who are using these techniques, 57 percent have been doing so for a period of time that was a year in length or less. Equally, though, these companies are not simply overlooking the opportunity. Seventy five percent of businesses who do not currently have these programs do intend to create them within a year or so. Among those that will be creating them, it is expected that 70 percent will raise their budgets for them throughout that same span of time.
The research also drew attention to an important opportunity for the integration of this channel with email and other digital channels for engaging consumers at different points within their lifecycles as customers.
According to the StrongMail vice president of agency services, Kara Trivunovic, explained that email marketers who want to be able to obtain and maintain the attention of today’s customers must embrace mobile marketing as “more than just a solid strategy; they also need the right tools and resources to execute — and that’s exactly what StrongMail provides with its integrated solutions and comprehensive agency services.”
