Just 49% of companies have a strategy for integrating mobile into broader marketing activity, including 35% who say integration is very basic.
This is one of the findings from Econsultancy's Cross-Channel Marketing Report 2012, carried out in association with Responsys.
Though mobile has grown rapidly over the past few years, it seems that many companies are held back by organisational issues, while others may need to focus on tactics such as optimising email for mobile, rather than relying on QR codes.
Google says that 40% of mobile search has local intent, meaning that people are looking for information on products and services in their immediate vicinity.
This is a huge opportunity for businesses such as restaurants, hotels and bars that consumers may be looking for at short notice.
Similarly, shoppers may be looking to compare prices while in-store or looking for the nearest outlet of their favourite brand.
With this in mind, I searched for hotels, restaurants and women's clothes in my immediate vicinity to see whether brands that appeared in the local search results were making the most of mobile traffic.
Mobile search is growing rapidly, increasing by 250% for Q1 year-on-year as traffic on mobile devices increased four-fold. It's also a trend that looks set to continue.
Mobile now accounts for 11% of all UK search spend compared to 8% in the US, yet many companies have been slow to wake up to the opportunities that it presents for increasing brand awareness and customer acquisition.
One such case in point is paid search. Brands are spending big bucks on some keywords, but are neglecting the mobile searcher. This not only reduces the opportunities for acquisition, but could also negatively impact Quality Score.
With this in mind, I looked at which brands are most visible for each of the three most valuable keywords (mortgages, insurance and loans), and whether they make the most of their prominence by linking users to a mobile site.
A new survey of European consumers confirms the trend for shoppers to use their smartphones to research products in-store.
The report from Tradedoubler found that 42% of smartphone owners use their device to compare prices in-store, while 13% claim to have switched stores after finding a better offer elsewhere.
Location-based offers or vouchers, however, help to secure the interest of a fifth of potential buyers.
There are now plenty of stats and surveys which show the growing importance of mobile marketing.
For example, recent stats from Knotice showed that 27% of emails are opened on mobile devices, while mobile commerce has grown steadily over the last two or three years.
So what is best practice for mobile marketing? Here are seven tips to maximise your mobile campaigns...
Thanks to the iPhone and the popularity of smartphones, we've seen rapid growth of mobile commerce over the last couple of years, something we've covered in detail on this blog.
According to IMRG stats, 7.7% of visits to UK e-commerce sites came from mobiles in 2011, accounting for 3.3% of all purchases.
This may seem low, but though most have seen the light, not every retailer has launched a mobile site or app. For those companies with more forward thinking mobile strategies, the gains are there to be had.
For example, 18% of Ocado's sales came via mobile last year, while Dominos made £10m via mobile last year, and £1m in just one week early in 2012.
This infographic from IMRG and eDigital Research contains some great stats on m-commerce growth from 2009 to 2012...
Advertisers are still reluctant to allocate budget to mobile search, according to a new survey from the World Federation of Advertisers.
The survey found that 66% of WFA members did not yet allocate budget to mobile search and 44% do not devote budget to social search.
The findings come despite the number of WFA members working with a single international specialist search agency doubling to 23% in 2011, while 39% work with a search agency in at least one country.
More and more consumers are accessing the internet on their mobile
devices each day. There are over 5bn mobile phones worldwide and
by June 2012, smartphones will account for more than half of the UK’s
The majority of these mobile users are performing Google
searches, providing a growing marketing opportunity for paid search
advertisers. In addition, rising smartphone use means consumers are
expecting more from their mobile experience.
So how can advertisers make sure they’re making the most from mobile search?
The growth of the smartphone provides a number of opportunities for brands to engage with consumers based on their current location.
According to stats from the Mobile Marketing Association, 26% of mobile users regularly use a map, navigation tool or similar service that automatically determines their current location.
Location-based marketing allows brands to adapt their marketing messages based on where consumers are geographically when they see them, and also what that location may tell you about their habits.
For many years, mobile has been the 'next big thing' for advertisers. And to be sure, the market for mobile ads has grown by leaps and bounds in dollar-terms.
The latest figure evidencing the growth of mobile as an advertising medium: according to comScore, the number of advertisers in the U.S. running mobile campaigns has grown exponentially in the past two years.