Over 60% of marketers integrate mobile into their marketing mix, and nearly half (48%) plan to run specific campaigns directed to mobile users in 2013, according to a recent report by Chief Marketer.

Mobile marketing budgets increased in the last 12 months for 31% of survey respondents, the study found. Still, less than 10% total marketing budgets are allocated to mobile for 68% of the marketers surveyed.

Below, additional key findings from the report, which was based on a survey of more than 650 B2B and B2C marketers.

Mobile Optimization

  • Optimization of email messages for mobile devices is now generally standard, with 76% of marketers reporting that they optimize for mobile viewing.
  • However, only 40% are connecting those email campaigns with landing pages optimized for mobile, and just 39% measure how many of their email opens occur on a mobile device.      
  • Also, only 15% of marketers run a mobile-specific website. 

Mobile Display Advertising

  • 40% of marketers have no plans for mobile display advertising in 2013.
  • 19% currently run mobile display ads, and 16% have plans to do so in the next year.

Mobile Apps

  • 48% of respondents either already have one or more mobile apps, or plan launch at least one in 2013.
  • For those with plans to create apps this year, iPhone (92%) and Android devices (80%) are the most popular platforms.

Mobile Commerce 

  • 51% of survey respondents sell products or services directly over the Internet, but only 26% are currently involved in mobile commerce. 
  • A transactional mobile site is in the plans for 23% of respondents in 2013.


  • 28% of respondents said they know how often their customers are using mobile, and on what types of devices, and can segment based on that activity.
  • 20% have no direct mobile knowledge of their audience, and base their mobile marketing decisions on third-party research. 

About the research: The report was based on a survey of 666 marketers conducted by email from April 10 to May 13, 2013. Respondents identified themselves as B2B marketers (48.9%), B2C marketers (18.6%), or as part of a company that targets both (32.5%).

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How Marketers Are Approaching Mobile in 2013

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image of Ayaz Nanji

Ayaz Nanji is a writer, editor, and a content strategist. He is a co-founder of ICW Media and a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji