Mobile can have a big impact on businesses and can even be seen as a Game Changer. So marketers plan to invest more next year: +61% in Consultants & Strategy, +67% in Mobile Apps & Website Creation, +68% in Mobile Media and +61% in Data + Analytics And 72% Marketers agree that mobile is the best way to build ROI

1. Marketers are convinced about the
impact that mobile can have on their
business and personal career. In their
quest to stay ahead of the curve, they
see data as a critical element and a
source of sustainable competitive
advantage in mobile.
So they plan to invest
more next year
61%
Consultants
& Strategy
67%
Asset Creation
68%
Mobile Media
61%
Data + Analytics
MOBILE
TRANSFORMS BUSINESSES
Marketers are convinced about mobile
Marketers see mobile as a GAME CHANGER...
D A T A C A N U N L E A S H
Enhance the equity
of my brands
Generate new
THE POWER OF MOBILE
but not all marketers are prepared
76%
Marketers agree
that mobile is the
closest you can
get to consumer
Marketers who agree that mobile
an give them a competitive
advantage in this area
72%
Marketers agree
that mobile is the
best way to build
ROI
SIGNIFICANT &
SUSTAINABLE
SIGNIFICANT
BUT NOT
SUSTAINABLE
46%
19%
23%
11%
leads
Facilitate
Transaction
Improve Customer
Service
Increase loyalty
retention
Marketers follow three
stages in their path to
unleash the power of
data in mobile
Demographics
Preferences
Cross Platform
Targeting
Behavioral Targeting
Real-time Location
Lat/Long
Mobile Subscription
Services
Mobile Device
IDENTIFY
DEVELOP
TARGET
40% 32%
36% 34%
45% 23%
45% 30%
48% 26%
SIGNIFICANT
+ SUSTAINABLE
FUNNEL
Significant but not Sustainable
Small + Sustainable
Small + Not Sustainable
No advantages 2%
Marketers who
agree that data
can give them an
advantage in
Mobile
33%
MOBILE DATA
PIONEER
Marketers who are
convinced about data being
a competitive advantage
and already have the right
infrastructure
31%
CONVINCED
& TRYING
Marketers who see data
as a competitive
advantage but don’t
have the right data
capabilities yet
36%
INDIFFERENT
Not convinced about
mobile data as a
competitive advantage
the right customer for
mobile
the right creative + value
proposition
our customers with the
right mobile assets
OPTIMIZE
creative in real-time
MEASURE
engagement with
campaign
50%
69%
63%
43% 54%
70%
32% 41%
67%
34%
34%
70%
26%
26%
78%
25%
29%
72%
26%
34%
66%
AND THE ROLE OF DATA
AS A GAME CHANGER
80%
Marketers agree
that mobile is a
way to improve
your career
68%
Marketers agree
that mobile is the
best way to
transform your
business model
PURCHASE
What type of data do
they find important?
What types of mobile
tactics do they use?
What is their
immediate challenge?
34% 30%
5%
13% 27%
15% 23%
10% 16%
17% 16%
$
Mobile Apps
Social Media
Mobile Video
Paid Search
Push alerts
Mobile Audio
Location targeting
Mobile Coupons
52% 71%
72%
48%
56%
77%
37%
45%
89%
48%
53%
66%
26%
38%
66%
26%
34%
69%
24%
29%
74%
19%
23%
77%
MOBILE DATA
PIONEER
CONVINCED
INDIFFERENT & TRYING
HOW
12%
19%
8%
17%
Source: Joint study conducted by the Mobile Marketing Association
and Neustar among marketers (N= 400). Fieldwork was conducted
in June 2013 by Research Now.