Mobile Marketing Trends 2013

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Mobile Marketing Trends 2013

  1. 1. Marketers Are Dipping Their Toes in the Mobile Waters 2013 has been dubbed the “year of mobile,” given the near ubiquity of mobile device access. But how are companies really doing at incorporating mobile tactics into their marketing mix? The Growth Team Membership™ (GTM) surveyed nearly 500 marketing executives. Based on that data, this infographic examines how companies in the Americas, Asia-Pacific, and Europe are using mobile technologies, the obstacles they are facing, and their future plans. Marketers are not taking full advantage of mobile marketing’s potential FEW COMPANIES ARE ALREADY USING MOBILE MARKETING 18% 20% 20% 8% ALREADY ALREADY ALREADY ALREADY USING USING USING USING GLOBAL AMERICAS ASIA-PACIFIC EUROPE Most marketers are not planning to dive into mobile marketing MOBILE MARKETING USAGE WILL INCREASE IN 2013, BUT MANY MARKETERS SEE NO FUTURE APPLICATION FOR MOBILE GLOBAL PLAN TO BEGIN USING IN 2013 35% DO NOT PLAN TO USE EVER 47% AMERICAS PLAN TO BEGIN USING IN 2013 40% DO NOT PLAN TO USE EVER 40% ASIA-PACIFIC PLAN TO BEGIN USING IN 2013 34% DO NOT PLAN TO USE EVER 58% EUROPE The majority of marketers 27% in Asia-Pacific and Europe PLAN TO BEGIN USING IN 2013 have no plans to use mobile. DO NOT PLAN TO USE EVER 53% Mobile marketing effectiveness is hampered by budget and talent shortfalls MARKETERS RECOGNIZE ROOM FOR IMPROVEMENT Marketers* were asked GLOBAL how they would rate the effectiveness of their past mobile marketing efforts. AMERICAS EUROPE Average * There was insufficient data for the Asia-Pacific region. MARKETERS CITE BUDGET AND EXPERTISE LIMITATIONS Marketers were asked to name their primary obstacle to effective mobile marketing. GLOBAL AMERICAS ASIA-PACIFIC EUROPE Insufficient Lack of Insufficient Lack of budget necessary budget necessary expertise expertise ONLY MODERATE BUDGET INCREASES EXPECTED Marketers* were asked to compare their 2012 mobile marketing budget allocations to what they expect for 2013. GLOBAL AMERICAS EUROPE 54% 62% 86% Budgets will Increase Moderately * There was insufficient data for the Asia-Pacific region. Access the full 29-page survey report atFREE http://www.frost.com/sublib/display-market-insight.do?id=275699025 SOURCES • Frost & Sullivan, Growth Team Membership, “2013 Global Marketing Priorities Survey Results: Identifying and Delivering Customer Value,” http://www.frost.com/sublib/display-market-insight.do?id=275699025 (March 2013). • Frost & Sullivan, Growth Team Membership, “Americas: 2013 Marketing Priorities Survey Results: Defining and Conveying Value” (March 2013). • Frost & Sullivan, Growth Team Membership, “Asia-Pacific: 2013 Marketing Priorities Survey Results: Optimizing Value and Channel Strategies” (March 2013). • Frost & Sullivan, Growth Team Membership, “Europe: 2013 Marketing Priorities Survey Results: Conveying Value and Customer Insights” (March 2013). DEFINITION Mobile marketing: a set of practices that enables an organization to communicate and engage its audience in an interactive manner through any mobile device or network. ORIGINAL FILE JPG: http://bit.ly/17p5Mic PDF: http://bit.ly/1498iuc Growth Team Membership™ (GTM) is a best practices research and consulting program that supports executives within the functions that report to the CEO. GTMresearch@frost.com www.gtm.frost.com @Frost_GTMCopyright © Frost & Sullivan

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