Netsize hat seinen “Mobile Marketing Survey Report” veröffentlicht, bei dem im September 2009 221 Experten befragt wurden. Die Ergebnisse sind nicht wirklich überraschend und decken sich mit anderen aus vergleichbaren Studien:
- Mobile is part of the mix to attract and keep customers: The vast majority of respondents (56%) currently use mobile to acquire new customers. But that will change as respondents follow through on their plans to boost customer retention and loyalty through mobile marketing (64%), streamline transactions (37%) and enable commerce and sales using a mobile device (37%).
- Messaging is essential: Usage of MMS is poised for significant growth, with with 22% of respondents revealing plans to double deployment in the next six months. The use of SMS messaging is also on the rise, but will move from a one-way message to a two-way conversation.
- Marked interest in more innovative formats: Respondents reported use of branded content will increase from 29% to 35%, use of branded apps will rise from 23% to 35%. Finally, use of mobile coupons and QR codes will jump from 20% to 31%.
- Mobile marketing is teamwork: The vast majority of respondents (47%) outsource to providers that can meet their requirements for a fully-managed marketing solution. Campaign execution services was the most sought-after skill (57%), followed by measurement, analytics and reporting (54%), technical services and integration (52%), and mobile campaign management (52%).
- Quality of opt-in campaign databases is a main concern: One-third of respondents (32%) expressed concern over the quality of the customer mobile phone numbers stored in their opt-in databases.
Der Report kann hier kostenfrei, nach Registrierung herunter geladen werden.
