Mobile Marketing Benchmark Report

Introduction

It’s time to take mobile marketing seriously. No other media is able to engage customers as personally (on their own device), pervasively (always on) or geographically (enabled by geo-tracking) as mobile media. Mobile literally enables marketers to connect with the right person, in the right place, with the right message, at the right time.

But what will mobile marketing success look like in the year ahead and how will marketers achieve it?

To find out, Demand Metric in partnership with Ascend2 fielded the Mobile Marketing Benchmark Survey and completed interviews with 271 marketing and sales decision-makers and practitioners from around the world. We thank those busy professionals for sharing their valuable insights with us.

In this edition of our study, Mobile Marketing: Benchmarks by Revenue Attainment, the charts and graphs compare the strategies and practices of companies that have succeeded in achieving or exceeding their revenue goals with those that have not.

This research has been produced for your use. Put it to work in your own marketing strategy planning and presentation materials. Clip the charts and write about them in your blog or post them on social media. Please share this research credited as published.

Table of Contents

1. Introduction
2. Executive Summary
3. Achieving Revenue Goals
4. Usage of Mobile Marketing
5. Mobile Marketing Objectives
6. Current Mobile Marketing Success
7. Obstacles to Mobile Marketing Success
8. Mobile Marketing Budget
9. Types of Mobile Marketing Used
10. Resources Used for Mobile Marketing
11. About Demand Metric & Ascend2
12. Appendix - Survey Background

Research Methodology

Surveys are conducted online from a panel of more than 50,000 Ascend2 research subscribers, representing US and international marketing and sales decision-makers and practitioners in a range of contact roles, company types, sizes and geographic regions. The questionnaire used incorporates standardized research practices across all studies while maintaining a proven 3-minute survey format. Survey findings are examined in a quantitative context by experienced analysts and reported objectively. The Demand Metric and Ascend2 2014 Mobile Marketing Benchmark Survey was administered online in June 2014. During this period, 271 responses were collected for inclusion in the analysis.