New research suggests that marketers will continue to turn to mobile in the coming months, and more are thinking about integrating video with their efforts.
The “2017 Mobile Marketing Guide for CMOs” from YouAppi recently discovered that 74 percent of marketers expect to increase their investment in video for mobile marketing in 2017, while about 17 percent expect their investment to at least stay the same.
In terms of importance, nearly half of respondents (47 percent) claimed that video is “very important” to their customer journey initiatives.
Nearly 42 percent said that they would rate the success of their video mobile advertising investments as “good” thus far. Most marketers (81 percent) are utilizing videos for user acquisition.
For the remainder of 2017, the majority of respondents (86 percent) said that user acquisition was the top priority for their organization’s mobile marketing efforts. This was followed by engagement (68 percent), segmentation (55 percent), and re-engagement (50 percent).
Marketing Automation and the Customer Journey
As more marketers look to better understand the customer journey, previous research suggests that marketing automation may help them achieve their goals.
The “2016 State of the Customer Journey Marketing” survey released by Autopilot found that 71 percent of high-performing marketers – those who reached 80 percent or more of their lead or performance goals last year – are now mapping the customer journey. In addition, marketing automation adoption has risen four-fold over the past two years.
About 64 percent of high-performing marketers send automated emails to their contacts at least once per week. Those who utilize marketing automation are also 60 percent more likely to maintain frequent communication with their contacts.