I was quite interested to read about the results of the 2012 Chief Marketer Mobile Marketing Survey that were released recently. The results indicate that mobile marketing is being integrated with different types of mobile engagement solutions, as opposed to being used as a channel all on its own. I think this is good news for marketers, who are seeing this type of marketing effort as an inclusive way to increase sales for their company, whether they are choosing to use QR codes, SMS campaigns, or a mobile website as part of their efforts.
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Companies trying to bring in business now know that consumers have mobile devices and keep them close throughout the day. These can be used as a way to connect with customers, either on a mass level or in a highly targeted manner. Mobile marketing campaigns can therefore be very flexible in a way that other channels cannot manage now.
A total of 57 percent of those surveyed stated that they included mobile elements in their marketing efforts in the last year. Thirty-nine percent of respondents said their brands did not use mobile marketing as part of their campaigns to boost sales. Over half (51 percent) of the companies who participated in the survey stated that they planned to run more mobile only marketing campaigns in 2012.