Agencies show some different patterns with regards to their clients. 54% say their clients use apps to encourage their customers to interact with their brands, while 49% indicate their clients use QR codes. Agencies are more likely than companies to report client use of mobile optimized emails, SMS, and location-based marketing.
According to a Multichannel Merchant survey also released in June, merchants are integrating QR codes into their marketing strategies at a far greater rate this year than last. 47% of respondents this year said they are using QR codes, a dramatic increase from just 8% a year ago.
Search Most Popular Ad Type
Data from Econsultancy’s “Cross-Channel Marketing Report 2012″ indicates that mobile search marketing is the most popular type of mobile advertising used by company marketers, at 35% of respondents, followed by push notifications (29%).
A plurality of agencies also say their clients are engaged in mobile search marketing (42%). Mobile display advertising (banner) is cited by 41% of agencies, compared to one-quarter of companies, with agencies also more likely to indicate their clients’ use of advertising on apps (37% vs. 22%), location-based targeting (30% vs. 22%), and mobile display advertising using video (19% vs. 12%).
Various studies have highlighted the growth of mobile’s share of search marketing budgets of late, with IgnitionOne most recently reporting mobile paid search spend growing 333% year-over-year in Q2, to reach 14% of total US paid search budgets.
Display Ad Engagement Sentiment Mixed
Respondents to the Econsultancy survey do not paint a clear picture when it comes to engagement rates with display advertising via smartphones as opposed to via PCs. Among company respondents, 33% feel that customers are more engaged with display advertising on smartphones than on PCs, while 40% say they are less engaged. Among agencies, 35% feel that engagement is higher on smartphones, compared to 33% who feel that it is lower.
- 1 in 5 company marketers say they personalize mobile display advertising based on location, while 28% of agencies report their clients’ use of this targeting method.
- Roughly one-quarter of companies are using offline advertising to promote engagement on mobile devices, and a further 17% are planning to do so. Agencies indicate slightly higher levels of offline ad use by their clients: 35% say their clients are using offline advertising to promote engagement on mobiles, and an additional 20% say their clients are planning to do so. According to Google survey results released in February, two-thirds of US smartphone users who say they at least rarely notice advertising have used their device to run a search in response to an ad they have seen offline.
About the Data: The Econsultancy data is based on an online survey conducted in April and May 2012 that received 669 responses: 337 said they were client-side or in-house marketers, while 332 said they were an agency/consultant or vendor. The respondents hail from a variety of global locations, though 55% are based in the UK.