Small scale survey of advertiser attitudes to mobile marketing

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Survey of a cross section of Blonde clients as at March 2010, looking at the role of mobile in the digital marketing mix. …

Survey of a cross section of Blonde clients as at March 2010, looking at the role of mobile in the digital marketing mix.

Survey conducted as part-preparation for a talk to Edinburgh's Mobile Monday (MoMo) group on June 7th 2010.

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  • 1. Mobile Marketing Results of a small-scale survey of advertiser attitudes
  • 2. Results of an online survey completed by 20 Blonde clients in March 2010. Clients represent a variety of b2b and b2c industry sectors. Survey conducted as part preparation for a talk to the Edinburgh Mobile Monday group – “Upwardly Mobile”. Remember the small sample size when interpreting % responses in graphic charts. Some interesting insights contained within the extensive verbatim content. Please contact phil (dot) adams (at) blonde (dot) net with any questions.
  • 3. What mobile device(s) do you have?
  • 4. What mobile device(s) do you have? iPhone 3GS 16GB iPod Touch, Nokia E71, Mac Book iPhone iPhone iPhone 3GS iPhone 3G HTC Touch, iPhone, Samsung Netbook iPod Touch, Blackberry iPhone 3G Blackberry 4409, Nokia, Dell Netbook iPhone 3G, Blackberry Pearl Blackberry, iPhone 3GS 16GB Blackberry Blackberry Bold, Blackberry Pearl, iPodTtouch iPod Touch, Sony Ericsson T28i Blackberry Curve, iPod iPhone Blackberry Curve 8320 Samsung Tocco Lite Blackberry 880, Sony Ericsson C510, iPod Nano
  • 5. What do you use your mobile device(s) for?
  • 6. What do you use your mobile device(s)for?
  • 7. What do you use your mobile device(s)for? Other lifestyle apps Holiday planner Facebook
  • 8. How much insight does your organisation have on the mobile device ownership and usage behaviours of your target audience(s)?
  • 9. How much insight does your organisation have on the mobile device ownership and usage behaviours of your target audience(s)? 5% 25% 40% 30%
  • 10. How would you describe the current role of mobile in your marketing mix?
  • 11. How would you describe the current role of mobile in your marketing mix?
  • 12. Mobile marketing for my brand is best suited to…
  • 13. Mobile marketing for my brand is best suited to… 10% 30% 35% 25%
  • 14. Mobile marketing for my brand is best suited to… 10% 30% 35% 25% Provision of service information Access to services and content Making life easier N/A
  • 15. How do you see the role of mobile for your brand(s) changing, if at all, over the next 12 months?
  • 16. How do you see the role of mobile for your brand(s) changing, if at all, over the next 12 months? “ As take-up of smartphones increases we will eventually see demand to optimise websites and emails for these devices. I don't see this necessarily happening over the next 12 months but we need to be aware of it.”
  • 17. How do you see the role of mobile for your brand(s) changing, if at all, over the next 12 months? “ It has to. As traditional comms routes become closed down / untargetable, uneconomic, then it's the end user and shopper we need to hit bullseye, as well as providing them with best about [our] industry.”
  • 18. How do you see the role of mobile for your brand(s) changing, if at all, over the next 12 months? “ Would like to push more information to mobile users rather than relying on them coming to find it.”
  • 19. How do you see the role of mobile for your brand(s) changing, if at all, over the next 12 months? “ It may feature but I think we have other priorities”
  • 20. How do you see the role of mobile for your brand(s) changing, if at all, over the next 12 months? “ I expect it to stay on the periphery. We might explore mobile/iPhone/iPad versions of our software, but are unlikely to launch anything in the near future. We've tried some SMS marketing with mixed results. it's not something that we're jumping to try again.”
  • 21. How do you see the role of mobile for your brand(s) changing, if at all, over the next 12 months? “ Mobile will become more important, without a doubt. We will probably launch a mobile version of our main site and possibly an iPhone app in the next 12 months.”
  • 22. How do you see the role of mobile for your brand(s) changing, if at all, over the next 12 months? “ Probably slow. But in my opinion the smart phone thing is definitely opening up loads of opportunities.”
  • 23. How do you see the role of mobile for your brand(s) changing, if at all, over the next 12 months? “ Like to integrate mobile more into our everyday marketing, especially using the channel to provide full e-fulfillment to help cut costs. Location based services will also be an interesting area to cover for [our market] as well as using customer behaviour and linking this to mobile usage. Apps as well will become important - we're already trying to think of app types to grow our database of leads, gain quotes and sales.”
  • 24. How do you see the role of mobile for your brand(s) changing, if at all, over the next 12 months? “ More integrated into planning.” “ Expanding.”
  • 25. How do you see the role of mobile for your brand(s) changing, if at all, over the next 12 months? “ Given the restrictions on [our sector’s] use of push marketing - email sms etc.. mobile will for now fall into the servicing space primarily. The next 12 months will be about building capability, and building the prospect database to support both email and mobile marketing.”
  • 26. How do you see the role of mobile for your brand(s) changing, if at all, over the next 12 months? “ It needs to come into focus more as we know it’s a device that lots of our target audience do and would use....”
  • 27. How do you see the role of mobile for your brand(s) changing, if at all, over the next 12 months? “ Unlikely we'll make much of a move this year, due to lack of budget.”
  • 28. How do you see the role of mobile for your brand(s) changing, if at all, over the next 12 months? “ No change. Our organisation will not enter this space until another [organisation in our industry] leads the way.”
  • 29. How do you see the role of mobile for your brand(s) changing, if at all, over the next 12 months? “ If at all, undertaking research into the role of mobile and how it can support marketing objectives, but not currently part of marketing plans.”
  • 30. How do you see the role of mobile for your brand(s) changing, if at all, over the next 12 months? “ More involved with some of our core brands with target consumers 18-30 in particular.”
  • 31. How do you see the role of mobile for your brand(s) changing, if at all, over the next 12 months? “ Very much depends on our stakeholders. Our stakeholders are frequently referred to as Late Adopters, but there are more and more uses for smartphones and so on in [our] sector. Hopefully this will lead to a larger market for us to be involved in.”
  • 32. How do you see the role of mobile for your brand(s) changing, if at all, over the next 12 months? “ Being campaign based/tactical by the end of 2010.”
  • 33. How do you see the role of mobile for your brand(s) changing, if at all, over the next 12 months? “ We intend to create a mobile version of website.”
  • 34. How do you see the role of mobile for your brand(s) changing, if at all, over the next 12 months? “ As new technology is introduced and consumer confidence grows within the medium it will increase.”
  • 35. What is the most attractive (or potentially attractive) aspect of mobile from a marketing mix point of view?
  • 36. What is the most attractive (or potentially attractive) aspect of mobile from a marketing mix point of view? “ The ability to reach a person outwith the normal environments of at a PC or through their letterbox.” “ ROI.” “ Timeliness of communication.”
  • 37. What is the most attractive (or potentially attractive) aspect of mobile from a marketing mix point of view? “ It's an emerging market, doing it well now could help you stand out from direct competitors.” “ Enabling our customers to improve their workflow. Having our software on a device our customers already own is appealing to us and them.” “ Location based activity.”
  • 38. What is the most attractive (or potentially attractive) aspect of mobile from a marketing mix point of view? “ The phone is with the person all the time. Good quality services that look good.” “ Immediacy, targetting people at the most opportune time. Providing a service or app more relevant to what they may be doing on the move. There is also great viral potential providing the content is right.” “ Location based – instant.”
  • 39. What is the most attractive (or potentially attractive) aspect of mobile from a marketing mix point of view? “ Instant content, interaction and payment mechanisms - accessible by the user wherever they are. Can communicate important key events.” “ Generating revenue from tools developed for brochureware that can also be deployed as apps.” “ It’s immediate, convenient and we can measure it effectively.”
  • 40. What is the most attractive (or potentially attractive) aspect of mobile from a marketing mix point of view? “ For us, it's probably more about servicing - giving access to content, apps and tracking services to customers and consumers. Might look at mobile marketing for direct business where the demographics are right.” “ Instant access to all with mobile devices.” “ Regular and immediate access to target consumers during or around the time of product consumption. Also, allows messaging to change frequently as it can be more tightly targetted eg. to a specific time, day, occasion etc.”
  • 41. What is the most attractive (or potentially attractive) aspect of mobile from a marketing mix point of view? “ Its immediacy and consumers’ reliance on it.” “ Immediacy.” “ Immediate one to one marketing.”
  • 42. What, if anything, is holding mobile back from assuming a greater role in the marketing mix?
  • 43. What, if anything, is holding mobile back from assuming a greater role in the marketing mix? “ Lack of demand from our customer base.” “ The unknown and the un-graspable. And it doesn't help that 'new media' agencies keep using examples of the future from 10 years ago.” “ Variety of platforms.”
  • 44. What, if anything, is holding mobile back from assuming a greater role in the marketing mix? “ Uncertainty about usage levels and the value that it can drive back into the brand.” “ Everyone actually wanting a smart phone. Not everyone currently wants to use their phone for other things.”
  • 45. What, if anything, is holding mobile back from assuming a greater role in the marketing mix? “ We're just not sure if the ROI is there for us. We're not a traditional, consumer-facing brand and as such it is difficult for us to spend money developing anything that might only be used by a relatively small proportion of our membership. Thinking about it in a POST sort of way, I'm not sure our customers' objectives tally all that closely with mobile technology.”
  • 46. What, if anything, is holding mobile back from assuming a greater role in the marketing mix? “ Understanding opportunities. Different specs/devices means one thing like an app may not work the same on another. Public take up of mobile use and understanding that these are secure ways to purchase products and provide personal details.”
  • 47. What, if anything, is holding mobile back from assuming a greater role in the marketing mix? “ Evidence of good ROI.” “ Lack of mobile numbers and DPA, lack of understanding how to use it in my case.”
  • 48. What, if anything, is holding mobile back from assuming a greater role in the marketing mix? “ Cost of development/low penetration of some devices. No single development standard (conscious that recent announcements could fix this) not enough data on device penetration in B2B market. Restrictions on our ability to push market.”
  • 49. What, if anything, is holding mobile back from assuming a greater role in the marketing mix? “ We need to get the basics right first and we need to be able to manage mobile numbers for our customers effectively.” “ Is there a mobile standard we can follow when building sites/applications? Having to build separate mobile optimised apps (vs traditional laptop/desktop access) is expensive - is this the right way to go?”
  • 50. What, if anything, is holding mobile back from assuming a greater role in the marketing mix? “ Ignorance on the benefits it offers (and the costs to play which I imagine are probably less than we think).” “ Evolving technologies and fear of investment in something that will soon be dated. Lack of consistency across differing platforms and handsets.”
  • 51. What, if anything, is holding mobile back from assuming a greater role in the marketing mix? “ No current policy of data capture, lack of internal resource to create strategy, plan resource needed for implementation and doubts over effectiveness with bulk of audiences.” “ Product fit”
  • 52. Has any mobile activity, for any brand, really caught your eye? If so, please give details.
  • 53. Has any mobile activity, for any brand, really caught your eye? If so, please give details. “ Not activity as such but Sky's iPhone apps seem to be very good. Especially the Sky Sports football scores app.” “ talk talk's bright dancing property for X Factor. That was straight to a young TV viewing audience, great bait to get them to the site - and a refreshing antidote to T Mobile's disingenuous dancing and musos campaign.”
  • 54. Has any mobile activity, for any brand, really caught your eye? If so, please give details. “ No!” “ High-quality mobile apps from the 'big' brands e.g. HSBC”
  • 55. Has any mobile activity, for any brand, really caught your eye? If so, please give details. “ I read a lot of content on my iPhone. So I find it interesting when a company like the Guardian, Slate or even Jamie Oliver produces a purpose-designed application for accessing their content. I find a lot of mobile marketing a bit transient and gimmicky; it seems lots of brands are doing it for the sake of it, because they feel they should. Maybe I'm just not exposed to enough of the good stuff.”
  • 56. Has any mobile activity, for any brand, really caught your eye? If so, please give details. “ Not recently.” “ Glue (agency) have done some good mobile stuff for brand awareness.”
  • 57. Has any mobile activity, for any brand, really caught your eye? If so, please give details. “ 118 118!” “ The augmented reality apps mixing geolocation with camera use and contextual advertising is very impressive but only for the early adopters. Impressed with the deployment of the Natwest iphone app, careful targeting of iphone users who's dd comes from a Natwest acc meant their ad spend was very qualified.”
  • 58. Has any mobile activity, for any brand, really caught your eye? If so, please give details. “ I liked Apple's promotion of free downloads for the 12 days of Christmas.” “ Not yet....”
  • 59. Has any mobile activity, for any brand, really caught your eye? If so, please give details. “ Amazon’s iPhone app allowing one click ordering on anything from the site is terrific.” “ Apps that stand out are those that make those things that we are already doing much easier and quicker eg. booking train tickets and airline check-in. Some brands seem to have jumped on the bandwagon and you just wonder why.”
  • 60. Mobile Marketing Results of a small-scale survey of advertiser attitudes