A little more than four in 10 (43%) marketers currently use mobile technology, according to [pdf] a study conducted in Q4 2010 by Unica. Data from “The State of Marketing 2011″ indicates another 25% plan to do so within the next 12 months, and 16% plan to do so in more than 12 months.
Only 15% of marketers have no plans to use mobile technology.
Among the tactical options for mobile marketing, applications lead in popularity with significantly more respondents indicating that they currently have (44%) or plan to deploy (combined 51%) mobile apps. Mobile sites rank a close second with 40% current usage and also a combined 51% rate of planned usage.
Although overall, mobile messaging has a 36% rate of current usage, in what Unica characterizes as perhaps reflecting the general headstart Europeans have in mobile device penetration, they report a 43% current use of mobile messaging. It is also interesting to note that mobile email, which ranks fourth in current usage (35%), has the highest rate of planned usage within the next 12 months (34%).
The most popular mobile marketing tactics are not necessarily the most integrated by those who use them. Sixty-four percent of respondents who know what mobile email is and how it is integrated have integrated mobile email, followed by 57% who have integrated mobile messaging. The least currently used tactic, location-based messaging, has the third-highest integration rate (55%). Meanwhile, the most popular tactic, mobile applications, have the lowest integration rate (40%).
Unica says study data indicates web analytics tools have clearly emerged as the de facto measurement standard, with a leading 50% usage rate among respondents who know how their mobile website and applications are being measured. This doubles the usage rate of the second-most-popular measurement standard, an outside agency. Fifteen percent say they don’t measure their mobile marketing efforts.
The total amount of money spent by US marketers on mobile advertising and promotions will reach about $56.5 billion by 2015, according to data from Mobitrove. That expected figure is more than six times the almost $9.3 billion US marketers spent on mobile advertising and promotions in 2010.
About the Data: 279 online and direct marketing professionals participated in Unica’s Annual Marketing Survey. North America represents respondents from the US & Canada. Europe represents respondents from eight European countries that are large technology markets. 179 surveys were completed using the large random research panels and 100 surveys were completed from Unica-supplied sample sources of customers and prospects. Online surveys were conducted in Q4 2010.
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