Mobile has become a core focus for all integrated marketing campaigns. So much so, that 87 percent of marketers are planning to increase their emphasis on mobile in 2013, according to a report revealed by ClickZ and Google Analytics at SES Chicago today.
The joint research, entitled ‘A Glimpse Into Mobile Measurement and Apps In 2013’, highlighted the different tactics that marketers plan to use in their mobile strategies. Over the next year, 52 percent plan to create a mobile- or tablet-optimized website, while 48 percent plan to increase engagement in mobile advertising. In addition, 41 percent hope to develop a mobile app, while 39 percent are planning to market a mobile app.
Adam Singer, product marketing manager, at Google Analytics said that mobile’s role in marketing is fundamental to any integrated strategy and will only continue to grow. “Effective measurement across mobile sites, ads and apps will help marketers create winning strategies,” he noted.
Despite the growing interest in mobile, many marketers struggle to capitalize on the opportunity; 59 percent of those surveyed consider themselves either novice or inexperienced in measuring mobile.
“Consumers have already shifted towards mobile but historically, marketers have not been as quick to adopt new technology. From a leadership perspective, companies need to invest in training in order to educate everyone. If an organization turns the ship in the right direction today, then it will stay on top of the wave tomorrow,” Singer commented.
Meanwhile, the report also found that 58 percent of marketers are currently accountable for mobile metrics, and more than one-third are already sharing internal dashboards to show mobile marketing results. Some 53 percent of marketers who analyzed their mobile metrics say there is a lot of untapped opportunity and plan to increase their mobile spending.
Brand advertisers and their agencies only want to pay for mobile ads that are seen by a person.
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