A recent survey conducted by Econsultancy/Adobe revealed that digital marketers view mobile optimization as their top marketing priority for 2013. According to a CMSWire article that highlights the survey findings, the mobile marketing opportunity opens doors to further audience targeting, increased web traffic, and conversion rates.
The Econsultancy/Adobe survey shows how digital marketers’ priorities and practices for engaging audiences have shifted since this time in 2011. The survey found that, in 2012, 54 percent of marketers used social media as the primary tool for driving marketing campaigns, while only 38 percent prioritized mobile optimization.
In 2013, the two marketing tactics have switched places; 43 percent of marketers reported being most interested in mobile and 35 percent in social. CMSWire cites global Internet access, popularity of mobile search, and the lack of fixed broadband as the key factors in marketers’ switch to mobile.
The increased use of mobile devices and global Internet has given marketers comprehensive user data to consider when creating mobile campaigns. In a column for CMSWire, Eric J. Hansen, Founder and CEO of SiteSpect, wrote, “With mobile targeting, web marketers and analysts are able to test, measure and deliver the content, layout and promotional offers that are more effective for each category of mobile device.”
This shift toward mobile optimization is expected to continue growing as the number one priority for digital marketing in the global economy, according to CMSWire.