BOSTON, MA--(Marketwire - September 10, 2009) - Recent advances in mobile devices and related
technologies and standards make it possible for companies to capitalize on
mobile marketing as an intimate yet ubiquitous way to reach consumers on
the go in a relevant, engaging, and profitable manner. According to a new
report by
Aberdeen Group, a
Harte-Hanks Company (
NYSE:
HHS), "
The ROI on Mobile Marketing: Why It Pays to
Reach Consumers on the Go," leading organizations engage in anytime,
anywhere marketing through mobile devices in ways that yield positive
business outcomes, including increased customer acquisition, retention and
profitability.
The report finds that 65% of top performers, compared to 13% of Laggards,
are currently satisfied with their average return on marketing investment
(ROMI) on mobile marketing campaigns. By contrast, only 40% of top
companies, compared to 8% of Laggards, are currently satisfied with their
average ROMI on traditional media (TV, radio, print). The fact that leading
companies are 1.6 times more satisfied with their ROMI on mobile marketing
versus marketing through traditional media helps explain why 62% of
companies are increasing their budgets for mobile marketing even as they
reduce or completely eliminate programs in many other areas.
Aberdeen research reveals that mobile marketing programs are evolving at a
rapid clip, with many companies expanding their capabilities beyond text
message marketing, which has been the dominate vehicle for interacting and
transacting with consumers on the go. In many cases, companies are also
adopting integrated, multi-channel approaches that might involve, for
example, an initial call-to-action that drives the consumer to a mobile
website where they can then view a video, enter a sweepstakes, request a
coupon or engage in any number of other brand experiences.
Developing and executing a mobile marketing campaign typically involves a
wide range of technology enablers, from SMS messaging solutions and mobile
Internet hosting and delivery services for delivering content across
disparate mobile networks and the thousands of types of mobile devices to
dynamic ad delivery platforms, which use campaign management software to
deliver targeted ads to a publisher's mobile content based on a set of
predefined criteria. Aberdeen research suggests that success in leveraging
the mobile channel also requires a combination of strategic actions,
organizational capabilities and performance metrics. With respect to the
latter, Aberdeen found that leading companies are 10 times more likely than
Laggards to have defined performance metrics in place for measuring mobile
marketing effectiveness.
The report includes a number of recommendations to help spur performance
improvements, based on the actions that top performers are taking. In
addition to adopting best practices for mobile marketing campaign
development and execution, recommended actions include hiring resources
that have mobile as part of their job description, exploring location-based
or proximity techniques to drive precision marketing effectiveness and
integrating social media into mobile marketing campaigns.
"The combination of reach and intimacy makes marketing through the mobile
channel a highly effective way to engage, interact and even transact with
consumers," said Jeff Zabin, Research Fellow at Aberdeen Group. "Getting
mobile marketing right is a great challenge. It's also an opportunity with
enormous upside in terms of driving customer acquisition, retention and
profitability on an ongoing basis."
A complimentary copy of this report is made available due, in part, to the
following underwriters: 5th Finger, Mobile Marketing Association and iLoop
Mobile. To access a copy, visit:
http://www.aberdeen.com/link/sponsor.asp?cid=6096.
For additional access to complimentary
Customer
Management Research, please visit
http://research.aberdeen.com/index.php/Customer-Management/
About Aberdeen Group, a Harte-Hanks Company
Aberdeen provides fact-based research and market intelligence that delivers
demonstrable results. Having queried more than 30,000 companies in the
past two years, Aberdeen is positioned to educate users to action: driving
market awareness, creating demand, enabling sales, and delivering
meaningful return-on-investment analysis. As the trusted advisor to the
global technology markets, corporations turn to Aberdeen for insights that
drive decisions.
As a Harte-Hanks Company, Aberdeen plays a key role of putting content in
context for the global direct and targeted marketing company. Aberdeen's
analytical and independent view of the "customer optimization" process of
Harte-Hanks (Information - Opportunity - Insight - Engagement -
Interaction) extends the client value and accentuates the strategic role
Harte-Hanks brings to the market. For additional information, visit
Aberdeen or call (617) 854-5200, or to
learn more about
Harte-Hanks,
call (800) 456-9748.
© 2009 Aberdeen Group, Inc., a Harte-Hanks Company
451 D Street, Suite 710
Boston, Massachusetts 02210-1928
Telephone: (617) 854-5200
Fax: (617) 723-7897
www.aberdeen.com
Contact Information: Media Contact:
Jeff Zabin
Aberdeen Harte-Hanks
(847) 328-4795
jeff.zabin@aberdeen.com