Mobile marketing budgets ought to increase this year, per results [download page] from a study conducted by Forrester Consulting on behalf of Acquent. 6 in 10 survey respondents – who were required to make or influence their company’s mobile marketing strategy and hiring decisions – said they expect their mobile marketing budgets to increase significantly (15%) or slightly (45%). But while their budgets will increase, their concerns about ROI look like they’re persisting.
Asked to name their 3 biggest challenges with mobile marketing, a leading 42% of respondents pointed to measurement/ROI, ahead of other primary challenges such as reaching the correct audience and data security (each at 34%). Interestingly, integration of mobile strategy with other marketing channels was further down the list, cited as a top-3 challenge by only 24% of respondents.
A recent report from the CMO Council found less than 1 in 5 senior marketers reporting that they have a fully integrated and connected mobile marketing strategy. Still, that survey also found that only 1 in 4 said they had so far achieved “good results” from their mobile marketing, indicating that getting a solid return is still proving to be a problem.
Indeed, when asked what they need to do in order to be able to add mobile marketing talent to their organizations, 68% of the Aquent survey respondents said they need to prove that mobile marketing has a positive ROI. While it’s not too surprising (or unrealistic) that ROI needs to be proven before more talent can be hired, respondents were far more likely to cite proof of ROI than the need to get executive support to expand their mobile marketing efforts (30%).
About the Data: The Aquent survey was fielded in September 2012 among 155 qualified respondents.