Many buyers use their mobile devices for purchases, but a new survey published by Sitecore and Vanson Bourne has discovered that not all brands are prepared to market via this channel.
In a survey of 450 brand marketers, about 97 percent said that they believe a good mobile experience impacts customer loyalty. However, 41 percent said they have no mobile marketing strategy or have yet to implement an existing plan.
Just 51 percent said that they personalize marketing content for mobile web customers, and 61 percent have a mobile-optimized website in place. Approximately 70 percent stated that their companies will not deliver on a mobile experience plan for at least another six months.
“As mobile devices have overtaken PCs for Internet access, brands must include the mobile environment when defining the customer experiences they deliver,” said Scott Anderson, CMO of Sitecore. “Consumers now expect a contextual experience inclusive of mobile and will reward brands with loyalty for doing so while punishing those that don’t with decreased business. All consumers today should be considered the mobile consumer.”
The data found that security features (password log-in), speed, and convenience are the three most important factors to consider when creating a well-received mobile experience.
The Increasing Investment in Mobile Marketing
Not all brands have mobile marketing strategies in place, but organizations continue to invest in this channel. The “Annual Advertising and Marketing Study” released by Outsell discovered that mobile will represent $23 billion of overall annual digital marketing spend in the U.S. this year.
In total, digital marketing spend over the course of 2016 is predicted to reach $228 billion, according to the report.