Mobile marketing falls short despite heavy investment
Results of US/UK survey
Only 20% of US and UK businesses have seen their mobile marketing initiatives adopted by ‘the majority’ of the consumers they were aimed at.
That is one of the findings in a new report by Vanson Bourne on behalf of Antenna Software, which profiled 1,000 business decision makers in the US and UK about their current and future mobile projects
The report said that the low response rate to mobile marketing initiatives underscores the challenges brands face when looking to grab and retain attention in the crowded mobile content space. The lack of response comes despite marketers in the US and UK saying they plan to invest an average of £340,000 on customer-facing mobile projects in the next 12-18 months.
The report looks at the types of mobile deployments brands are undertaking and the difficulties they face in getting customers to use the mobile solutions developed. The research indicates that investment in the use of outside creative agencies will likely decrease as brands look for more control over the development and management of their mobile initiatives.
The results found that 45% of brands are currently working on a mobile website and 43% on ‘native’ mobile apps for consumers. Around 32% of businesses are working on web-apps for their customers, while 14% are working on building their own branded app stores unique to their company.
The report also discusses main frustrations that businesses face when commissioning mobile projects via third-party creative agencies, highlighting a lack of control over projects developed. Forty-five per cent of businesses who used a third-party agency said that they were dissatisfied with the length of time it took to complete the project, while 21% said the final product was not easy to use. Design was another key frustration highlighted by brands, as 11% said they felt the final build was not ‘sleek’ enough and 1 in 10 said they did not feel it aligned to company branding.
“Ever since the launch of the first iPhone, demand for mobile apps has skyrocketed and helped ignite a marketing renaissance,” said Jim Somers, chief marketing and strategy officer for Antenna Software. “Marketers are spending more and more on mobile, looking at new ways to engage with customers and offer a truly multi-channel experience – not just through traditional apps, but also mobile websites, web apps and even their own branded app stores.
“But it’s clear that not all projects are a success, and our research shows that many businesses are frustrated by the design and usability of the mobile projects they commission.”