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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| Stella Artois Chalice Giveaway Using Mobile Web and QR Codes |
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.
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