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Introduction It’s time to take mobile marketing seriously. No other media is able to engage customers as personally (on their own device), pervasively (always on) or geographically (enabled by geo-tracking) as mobile media. Mobile literally enables marketers to connect with the right person, in the right place, with the right message, at the right time. But what will mobile marketing success look like in the year ahead and how will marketers achieve it? To find out, Demand Metric in partnership with Ascend2 fielded the Mobile Marketing Benchmark Survey and completed interviews with 271 marketing and sales decision-makers and practitioners from around the world. We thank those busy professionals for sharing their valuable insights with us. In this edition of our study, Mobile Marketing: Benchmarks by Revenue Attainment, the charts and graphs compare the strategies and practices of companies that have succeeded in achieving or exceeding their revenue goals with those that have not. This research has been produced for your use. Put it to work in your own marketing strategy planning and presentation materials. Clip the charts and write about them in your blog or post them on social media. Please share this research credited as published. Table of Contents - Introduction - Executive Summary - Achieving Revenue Goals - Usage of Mobile Marketing - Mobile Marketing Objectives - Current Mobile Marketing Success - Obstacles to Mobile Marketing Success - Mobile Marketing Budget - Types of Mobile Marketing Used - Resources Used for Mobile Marketing - About Demand Metric & Ascend2 - Appendix - Survey Background Research Methodology Surveys are conducted online from a panel of more than 50,000 Ascend2 research subscribers, representing US and international marketing and sales decision-makers and practitioners in a range of contact roles, company types, sizes and geographic regions. The questionnaire used incorporates standardized research practices across all studies while maintaining a proven 3-minute survey format. Survey findings are examined in a quantitative context by experienced analysts and reported objectively. The Demand Metric and Ascend2 2014 Mobile Marketing Benchmark Survey was administered online in June 2014. During this period, 271 responses were collected for inclusion in the analysis.
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Mobile Marketing Benchmark Report © 2014 Demand Metric Research Corporation in Partnership with Ascend2. All Rights Reserved. Benchmark Report Mobile Marketing:
TABLE OF CONTENTS 3 4 5 6 7 8 Executive Summary Achieving Revenue Goals Usage of Mobile for Marketing Mobile Marketing Objectives Current Mobile Marketing Success Obstacles to Mobile Marketing Success 11 Resources Used for Mobile Marketing 9 10 Mobile Marketing Budget Types of Mobile Marketing Used 13 Appendix – Survey Background 12 About Demand Metric & Ascend2 TABLE OF CONTENTS 3 4 5 6 7 8 Executive Summary Achieving Revenue Goals Usage of Mobile for Marketing Mobile Marketing Objectives Current Mobile Marketing Success Obstacles to Mobile Marketing Success 11 Resources Used for Mobile Marketing 9 10 Mobile Marketing Budget Types of Mobile Marketing Used 13 Appendix – Survey Background 12 About Demand Metric & Ascend2
EXECUTIVE SUMMARY It’s time to take mobile marketing seriously. No other media is able to engage customers as personally (on their own device), pervasively (always on) or geographically (enabled by geo-tracking) as mobile media. Mobile literally enables marketers to connect with the right person, in the right place, with the right message, at the right time. But what will mobile marketing success look like in the year ahead and how will marketers achieve it? To find out, Demand Metric in partnership with Ascend2 fielded the Mobile Marketing Benchmark Survey and completed interviews with 271 marketing and sales decision-makers and practitioners from around the world. We thank those busy professionals for sharing their valuable insights with us. In this edition of our study, Mobile Marketing: Benchmarks by Revenue Attainment, the charts and graphs compare the strategies and practices of companies that have succeeded in achieving or exceeding their revenue goals with those that have not. This research has been produced for your use. Put it to work in your own marketing strategy planning and presentation materials. Clip the charts and write about them in your blog or post them on social media. Please share this research credited as published. - Jerry Rackley, Chief Analyst – Demand Metric EXECUTIVE SUMMARY It’s time to take mobile marketing seriously. No other media is able to engage customers as personally (on their own device), pervasively (always on) or geographically (enabled by geo-tracking) as mobile media. Mobile literally enables marketers to connect with the right person, in the right place, with the right message, at the right time. But what will mobile marketing success look like in the year ahead and how will marketers achieve it? To find out, Demand Metric in partnership with Ascend2 fielded the Mobile Marketing Benchmark Survey and completed interviews with 271 marketing and sales decision-makers and practitioners from around the world. We thank those busy professionals for sharing their valuable insights with us. In this edition of our study, Mobile Marketing: Benchmarks by Revenue Attainment, the charts and graphs compare the strategies and practices of companies that have succeeded in achieving or exceeding their revenue goals with those that have not. This research has been produced for your use. Put it to work in your own marketing strategy planning and presentation materials. Clip the charts and write about them in your blog or post them on social media. Please share this research credited as published. - Jerry Rackley, Chief Analyst – Demand Metric
ABOUT DEMAND METRIC & ASCEND2 About Demand Metric Demand Metric is a global marketing research & advisory firm serving a membership community of over 40,000 marketing professionals, CEOs, and business owners with advisory services, 100+ research & benchmark reports, 20+ consulting methodologies, 50+ training e-workshops & courses, and a library of 500+ practical tools and templates. To learn more about Demand Metric, please visit: www.demandmetric.com. About Ascend2 Ascend2 is a market research firm with over 50,000 research subscribers and survey panelists comprised of sales & marketing professionals. Each month they field new research studies and generate reports that typically include 12 to 18 pages of charts and analytical commentary. Demand Metric partners with Ascend2 to leverage their panel of research survey panelists and develop additional benchmark reports for community members. Learn more about Ascend2 at www.Ascend2.com. To read the rest of this report, become a Demand Metric member today! ABOUT DEMAND METRIC & ASCEND2 About Demand Metric Demand Metric is a global marketing research & advisory firm serving a membership community of over 40,000 marketing professionals, CEOs, and business owners with advisory services, 100+ research & benchmark reports, 20+ consulting methodologies, 50+ training e-workshops & courses, and a library of 500+ practical tools and templates. To learn more about Demand Metric, please visit: www.demandmetric.com. About Ascend2 Ascend2 is a market research firm with over 50,000 research subscribers and survey panelists comprised of sales & marketing professionals. Each month they field new research studies and generate reports that typically include 12 to 18 pages of charts and analytical commentary. Demand Metric partners with Ascend2 to leverage their panel of research survey panelists and develop additional benchmark reports for community members. Learn more about Ascend2 at www.Ascend2.com. To read the rest of this report, become a Demand Metric member today!
