Mobile marketing: Companies are satisfied with high profitability and customer retention.

Research: Friday 18th September 2009

Market-research company Aberdeen Group says top companies are more satisfied with their mobile marketing activities than traditional media marketing.

65% of top performing companies are satisfied with ROI deriving from mobile marketing. This is a significantly higher proportion than the 40% of companies who express satisfaction with ROI in relation to traditional media marketing (e.g. television, radio and print).

Coca-Cola and Best Buy are amongst the companies who have embraced mobile marketing as part of their overall marketing strategy. For them, mobile marketing is not just used as add-hoc initiative, but are now forming a serious part of their integrated planning.

Vice president at iLoop Mobile, Michael Ahearn commented: "All of these top companies are adopting mobile marketing and they are doing it in very specific ways as outlined in the report."

Mobile marketing is beginning to account for much larger proportion of the overall marketing budget. 62% of top performing companies have increased the budgets allocated to mobile marketing, whilst reducing other marketing activities. The news comes as no surprise. We have seen several case studies with campaign ROI being much higher.

"The surprising thing the numbers indicate is that there is actually a direct correlation of companies being successful in marketing and mobile marketing if companies want to remain or become best-in-class" says Mr. Ahearn.

The industry focus is, according to Aberdeen Group, leaning towards brand and customer relationships. The keyword is interactivity. This is also evident in the fact that companies are not only adopting single-standing 'one way' mobile advertising campaigns, but are launching several supporting initiatives in the form of mobile websites, apps, mobile videos as well as incentives in the form of mobile coupons.

This is great news for the industry. Mobile appear to out-perform other media when it is properly adopted and integrated within all marketing activities. No doubt that that companies who are still 'waiting' for mobile marketing to mature are missing out!

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