Mobile device adoption is ushering in a new era of digital marketing, creating a
powerful channel for companies to communicate with customers at critical points
of the purchase decision cycle. Enterprises and agencies recognize the importance
of mobile in raising brand awareness and engaging customers. In Yankee Group’s
surveys, nearly 90 percent of all companies place a high priority on mobile channels
for customer outreach. As Exhibit 1 shows, large players—which include the world’s
biggest advertisers—are most strongly motivated to turn mobile to their advantage.
But although mobile is top of mind for marketers, fragmented channels, confusion over
targeting and measurement approaches and deficits in customer data have presented
unique challenges to creating effective mobile campaigns.
This paper presents Yankee Group’s latest research to illustrate how mobile advertising
is under-performing mobile’s position as the linchpin channel for personalized
marketing. Recycled ad formats and strategies from legacy channels are poorly
suited to the way consumers use mobile devices. Although enterprises recognize the
importance of mobile, the difficulties of demonstrating a return on investment (ROI)
using these legacy approaches has led to hesitation in reallocating marketing budget to