Those Who Think Mobile Is Like PC-Based Advertising Miss The Point
Mobile is the fastest growing digital channel among consumers, but a new study conducted by research firm Forrester and mobile marketing and advertising company Velti shows that marketers continue to treat it as an extension of desktop computing instead of taking advantage of its unique marketing and advertising opportunities.
Rather than embrace mobile specific marketing tactics, marketers have been more likely to just buy mobile advertising.
Only 27% of the 139 marketers studied in the "Present & Future of Mobile Marketing" report use push-based alerts, with even fewer (25%) utilizing real-time location-based marketing. Less than a quarter (22%) said they use mobile as a community development tool.
As Velti CMO Krishna Subramanian said, marketers tend to make the mistake of viewing mobile solely as a way to reach users' eyes.
"When marketers are looking at mobile, they need to look at entire funnel and not just the top," he said, in an interview. "Once you get them there, how do you make money from them?"
Subramanian added that marketing and advertising campaigns designed specifically for mobile are eight to nine times more effective at converting new customers. When marketers fail to create campaigns specially geared for mobile, they end up being "generic," Subramanian said.
Marketers lack a "mobile-first" mindset in terms of analytics as well.
Despite mobile offering a slew of unique tracking and targeting opportunities, a majority of marketers continue to overlook them. Instead, marketers are using KPIs designed to measure desktop ads to assess the success of mobile marketing and advertising.
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