This document summarizes the results of a 2013 mobile marketing survey. It found that over 80% of marketers were optimistic about mobile marketing, with 62% already using it in their campaigns and another 27% planning to use it within the next year. The usage and budget for mobile marketing rose significantly between 2009 and 2013. Marketers see benefits like personalization, direct access to target audiences, and higher ROI than other media. However, many marketers still need advice on how to effectively integrate mobile into their marketing plans. Social networking was also found to be the most used app category.

1. 2013
Mobile Marketing Survey
Organized
by
Supported
by

2. Survey Objective
To investigate marketers’ point of view
on mobile marketing and
reveal that to the industry.

3. Over 80% marketers
optimistic about mobile marketing
4% None of the above
Do not have such plan in
8% the next 6 months
11%
Plan to use mobile marketing
within 6 months
2013
Already using mobile on
62% marketing campaigns
Plan to use mobile marketing
15% in coming quarter
Have you selected mobile phone on your marketing campaigns in the past 6 months?

4. Usage of mobile marketing
at a record high in 2013
70%
53%
Yes , I am ready using mobile marketing
No, but I plan to use it in the coming quarter
No, but I plan to use it within the next 6 months
No, we do not have such plans in the next 6 months
None of the above
35%
18%
0%
2009
2010
2011
2012
2013

5. Usage of mobile marketing
at a record high in 2013
70%
53%
Yes , I am ready using mobile marketing
No, but I plan to use it in the coming quarter
No, but I plan to use it within the next 6 months
No, we do not have such plans in the next 6 months
None of the above
35%
18%
0%
2009
2010
2011
2012
2013

6. Marketers need advices
on mobile marketing
26%
Do not know how to use it for business
Do not know good digital /
interactive agencies
It is expensive
It is not effective
22%
13%
11%
The company size is small
Why don’t you consider using mobile marketing for your campaign?
15%

7. Marketers look for personalized &
targeted way to reach customers
Compared to other media,
it is considered more personalized
56%
53%
It can reach your target market directly
It can yield a higher ROI
than other media
19%
It is a media and publicity tool that
can be measured
It is cost effective
22%
14%
Mobility and geo-targeted
What do you think are the business benefits on using mobile marketing?
48%

8. Knowledge of benefits of
mobile marketing rockets in 2013
Compared to other media, it is considered more personalized
It can reach your target market directly
It can yield a higher ROI than other media
It is a media and publicity tool that can be measured
It is cost effective
Mobility and Geo-targeted
60%
45%
30%
15%
0%
2009
2010
2011
2012
2013

9. Simple marketing tools
appeal to marketers
86%
Apps Download
81%
QR Code
61%
59%
Push Notification
Location-based
Advertising
73%
71%
68%
Mobile Apps
In-app Adv.
SMS
54%
52%
Bluetooth
Augmented
Reality
Which of the following mobile marketing tools have you heard of?
40%
WAP
27%
Indoor
Positioning

10. Half of the marketers spend
less than 10% of
marketing budget on mobile
28% None
26% Less than 5%
5% 21% or more
2013
25% 6-10%
16% 11-20%
What percentage of your total advertising budget did you spend on mobile advertising?

11. Budget on mobile marketing
keep raising
Less than 5%
6 - 10%
11 - 20%
21% or more
None
60%
45%
30%
15%
0%
2009
2010
2011
2012
2013

12. Budget on mobile marketing
keep raising
Less than 5%
6 - 10%
11 - 20%
21% or more
None
60%
45%
30%
15%
0%
2009
2010
2011
2012
2013

13. Mobile - handy devices
for access internet
Computer
7%
Mobile
12%
16%
19%
13%
44%
28%
19%
18%
25%
How long do you access internet via computer / mobile daily?
1-2 hours
3-4 hours
5-6 hours
7-8 hours
9 hours or more

14. Mobile is gaining time
on browsing internet
1-2 hours
3-4 hours
5-6 hours
7-8 hours
9 hours or more
70%
53%
35%
18%
0%
2011
2012
2013

15. Social Networking
top the list of most used apps
12%
Photography
79%
42% Entertainment
14% Utilities
Social Networking
14% Finance
5% Travel
25% Food & Drink
49%
25% Games
19%
Transportation
What are the top 3 categories of apps that you use the most?
News & Magazine

16. Summary
Mobile marketing gaining position in marketing mix
- Increased usage, budget, knowledge...
Marketers need advices to guide them on mobile plan
- How to integrate mobile into marketing mix?
Social media marketing tied with mobile
- Get in touch with target customers and get viral!

17. THANK YOU !