Beim Mobile Marketing Magazine habe ich über eine aktuelle Untersuchung, Navigator Customer Management’s 2008 Report, gelesen.

Although the report uncovered some good practice, such as the 11% of firms that display phone, web and SMS contacts in their advertising campaigns, it also uncovered plenty of examples of bad practice. Astonishingly, a quarter of car advertisements provide no telephone number for prospective customers to ring, and a third of automotive marques do not offer the capability to book a test drive through their website.

In another surprising trend, the proportion of manufacturers displaying a contact email address on their website dropped from 44% in 2007 to 15% in 2008, and the amount of brands that offered an SMS response in their print ads halved from 22% to 11% in the space of a year. This suggests, says Navigator, that many manufacturers are failing to fully integrate new media channels into their existing communications facilities.

On the positive side, engagement with existing customers is improving more rapidly. Owners clubs are now clearly accessible on the website in 26% of cases (up from 15% the previous year) and 39% of marques now offer a newsletter or e-bulletin. Also, 57% of manufacturer websites now offer a feedback/enquiry form, an increase from 27% in 2007.

Gibt es vergleichbare Untersuchungen im deutschen Markt?