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Unclear ROI Impedes Mobile Marketing

February 3, 2010

Though most companies (75%) say mobile marketing is at least somewhat important to their marketing plans this year, many are still unsure about its practicality and ROI: 32% of marketers and business professionals cite not knowing how to make a business case as their biggest impediment to executing a mobile marketing campaign, and 29% cite the lack of clear analytics to measure ROI, according to a survey from R2integrated.

In addition, 29% say mobile marketing isn't on their strategic road map, and 22% say their "audience isn't mobile yet."

Asked to assess the importance of mobile marketing to their overall strategy in 2010, 22% say mobile marketing is very important, 26% say important, 28% say somewhat important, and 8% say not important at all.

Critical Areas of Improvement

Among those planning mobile marketing campaigns, 43% say quantifying ROI is the most critical area of improvement, followed by 37% who cite improving mobile lists through the use of social/influencer networks.

Measuring Success

Some 41% of marketers and business professionals cite improving company visibility as their main reason for executing a mobile marketing campaign, followed by lead generation (34%), a necessity to compete (26%), and increasing direct sales (24%).

However, asked to measure success, most point to tangible increases in new business:

  • Customers: 49%
  • Sales: 39%
  • Company visibility: 34%
  • Mobile subscribers: 24%
  • Market share: 15%

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