Marketers Flocking to Mobile, But Challenges Persist

©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.


Almost 9 in 10 global marketers either have a mobile site or a mobile application or plan to employ one in the future, according to an IBM study released in June 2012. Yet, only 1 in 5 currently run mobile marketing tactics as part of integrated campaigns, with the remainder running their mobile programs discretely and on an ad hoc basis.

The most popular mobile tactics currently employed are mobile sites (46%) and apps (45%), with mobile versions of email (35%), mobile messaging campaigns (32%), location-based targeting (27%) and mobile ads (25%) yet to move into the mainstream. Even so, when factoring in future plans, at least two-thirds of the respondents will be using each of the tactics at some point in the future.

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