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The State of Mobile Marketing Strategy

by Ayaz Nanji  |  
November 18, 2014
  |  1,747 views

Some 61% of senior marketers say they have some form of mobile strategy implemented or in development, but few believe they have managed to fully integrated mobile into their overarching marketing plan, according to a recent report from the CMO Council and SAS.

The survey of 250 marketing leaders found only 17% believe their mobile strategy is already fully integrated into their overall marketing plan, with an additional 44% indicating that integration is in progress.

Moreover, 39% of respondents say they have either not tried to integrate their mobile strategy or do not have a mobile strategy to begin with.

Below, additional key findings from the report.

Mobile Strategy


Nearly two-thirds (64%) of respondents believe mobile is a critical channel for engaging customers.

Of those who do not believe mobile is critical:

  • 48% say mobile is not central to their marketing and engagement strategies.
  • 28% think mobile is simply a campaign and not a strategy.
  • 24% admit mobile is an area of confusion in their organization and has no clear owner.


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Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji

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  • by Katherine Wed Nov 19, 2014 via web

    Interesting research. What we sometimes forget as marketers is that our smartphones are still just that – a phone. It would be nice to see phone leads included when looking at mobile metrics, as well as call tracking technology when considering tools marketers use in their mobile initiatives.

    And especially, as more and more people are using smartphones to search for and access local businesses information, click-to-call is enabling them to easily contact you. If you aren’t measuring calls from your search ads and other digital marketing, your analytics could be way off. Ifbyphone has a white paper on tracking calls from local search that explains more: public.ifbyphone.com/landingpage/marketers-guide-call-tracking-local-search

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