The number of marketing executives who understand the importance of keeping pace with consumer levels of mobile engagement is ‘underwhelming’, according to a new report from MobileBridge.
The report, which surveyed more than 50 professionals in the EMEA and US, argued marketing teams have a ‘rich opportunity’ to integrate ‘beyond push messages’ and create greater integration with consumers. Key initiatives for respondents in their road to digital transformation include building responsive websites, cited by 59% of those polled, and building a new mobile app, cited by 54%. Only 35% of respondents said they would revamp or update their existing app.
Push messaging, as expected, was the most common method used by respondents for mobile customer engagement with 88% of responses. Social media (72%) was also used frequently, as were in-app messages (56%), but usage of surveys and games was thin on the ground. Overall, 70% of those polled said developing and implementing a mobile strategy was the responsibility of the marketing department.
Going a step further, more than three quarters (78%) of those polled said their ability to measure the success of a mobile campaign was ‘somewhat’ or ‘not very’ sufficient, while 59% said the ability of their app to engage customers was at a similar level. The data collected all has to go somewhere; yet respondents reported that the systems they use result in silos. “Today’s marketer should be looking for every opportunity to connect or integrate data to gain an accurate, timely view of their customers to ensure they can target and engage appropriately,” the report noted.
“The fluidity and omnipresent change in the way consumers engage with a brand via mobile presents obvious challenges to marketers in today’s business landscape,” said Eyal Oster, CEO of MobileBridge. “While it is clear marketers are only beginning to scratch the surface in creating truly engaging mobile experiences for consumers, expediting this learning curve is crucial for organisations to thrive in the present market.”
Writing for this publication in November, Alan Knitowski, CEO of Phunware, argued brands needed to have ‘clear and defined’ goals on mobile, as well as noting the importance of using the technology to give customers a different experience. “Mobile functionality can also turn a standard branded opportunity to a one-of-a-kind, engaging experience,” he wrote. “With clear goals in mind, brands that offer valuable content and engaging experiences and utilise the wealth of available mobile data will be on their way to success.”
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