Somewhat surprisingly, responsive design was the next-most popular tactic, used to some degree by 77% of respondents and considered an essential channel by 23%. That outpaced push messaging (65% and 21%, respectively) and mobile advertising (72% and 16%, respectively). SMS, meanwhile, sees relatively low uptake, with 58% of participants (which, Urban Airship reminds, came from the likes of Google, Adobe, LinkedIn and American Express) partaking to some degree and only 12% finding an essential component.
In terms of helping along business objectives, the study finds that some 8 in 10 of respondents strongly or somewhat agree that mobile supports audience engagement and brand awareness/new customers. Further down the ladder, fewer (61%) agreed that it drives loyalty and purchase frequency;
While there appears to be a consensus concerning mobile’s role in driving audience engagement, the report also indicates that 38% do not segment their audience and 56% don’t customize their mobile app and messaging experience. In other words, close to one-third of the respondents who do have the information on hand to customize their messaging aren’t doing so.
- Executive buy-in is considered the factor that most strongly supports respondents’ mobile strategy, while budgets present the biggest challenge.
- Respondents most commonly measure mobile campaign success as a function of conversions (56%) and engagement (55%). Not surprisingly, few use loyalty (22%) as a success metric.
- Mobile app success is most popularly measured by downloads (69%) and user engagement (62%), with fewer than 1 in 5 looking at uninstalls.
About the Data: Respondents participated during the fourth quarter of 2013 via webinar, email or a special event.