Enterprise marketers are interested in launching mobile advertising initiatives to drive revenue, but research shows they still face numerous challenges.
Forrester and AppsFlyer recently conducted the “Mobile Fraud: Marketers’ Massive Hidden Threat” report to gauge the state of mobile advertising among marketers. The statistics showed that over the next 12 months, the majority of marketers (88 percent) would like to grow direct revenue/sales through mobile.
In addition, 84 percent would like to promote their company’s mobile app. Eighty-three percent are focused on lead generation, while 82 percent are honing in on increasing traffic to other brand assets.
However, enterprise marketers face several challenges in terms of achieving these key objectives. About 40 percent claim that they struggle due to a lack of visibility into the data they use to define audiences. The complex ecosystem of programmatic buying also remains a top challenge, with at least 39 percent of marketers citing this problem.
Budgeting for Mobile Marketing Initiatives
Despite the challenges associated with mobile marketing, previous research has indicated that marketers remain dedicated to this tactic.
The “Mobile Marketing Trends 2017” report from MobileBridge found that in 2017, the majority of marketers (70 percent) intended to “somewhat” or “significantly” increase their budgets to execute their mobile strategy.
About 84 percent of respondents said they were already using mobile apps to engage customers, and 66 percent were utilizing them to drive revenue. Approximately 63 percent had an app to build customer loyalty.