Mobile is main priority for marketers in 2014, research finds

James is editor in chief of TechForge Media, with a passion for how technologies influence business and several Mobile World Congress events under his belt. James has interviewed a variety of leading figures in his career, from former Mafia boss Michael Franzese, to Steve Wozniak, and Jean Michel Jarre. James can be found tweeting at @James_T_Bourne.

Research conducted by mobile analytics firm Netbiscuits and Brand Republic has revealed that seven in 10 marketers use mobile and see it as ‘integral’ to their multichannel branding.

The report, entitled ‘Getting Mobile Right: Using Analytics to Create Insight-Driven, Personalised Experiences’, showed that even though the majority of marketers were using mobile, a smaller number had specific goals from mobile.

Just over half (51.97%) of the 5000 respondents across 10 countries said they wanted to increase their overall web traffic numbers through optimising mobile, while only a quarter said they wanted to increase the average time a user spends on the site (26.77%) and increase the number of repeat customers (25.98%).

Only a third (37.01%) said they used mobile to have an additional sales outlet, while two in five (41.73%) said they used mobile to build customer brand loyalty, and a similar number (38.58%) were using it to improve their social shares.

It’s not all peaches and cream, however; the report notes a lack of formal measurement tools, which defeats the point of all this data being generated. It’s a less-than-astounding conclusion from a mobile analytics firm, admittedly, but the survey results showed that almost half (49.61%) of respondents use their desktop analytics product to also track mobile.

According to Netbiscuits, consumers are left with a lack of knowledge concerning the variety of mobile analytics solutions on the market.

As a result, the most popular answer to the question of where respondents were on their mobile journey was “We have the basis, but could benefit from more investment” (30.71%). Encouragingly, one in five said they had a mobile offering ‘and will continue to invest heavily’, while a similar number (19.69%) said that mobile was a priority for this year, having not been a focus in the past.

“It’s great news that finally the marketing community recognises the importance of mobile,” said Anthony Payne, director of global product marketing at Netbiscuits. “It’s not something we’d have seen two or three years ago.”

Other research in this area emphasises the growing role mobile plays in marketing operations. In March research from Marin Software predicted that mobile devices will make up half of paid search clicks by 2015, while various companies such as Rachel’s Organic have recently rolled out mobile responsive sites.

Check out the full report here (email address required for download).

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