Engage at Every Stage

Where and how mobile relationship marketing is being embraced across industries

Overview

With approximately 5 billion users globally, the mobile phone represents one of the most pervasive channels of communications and targeted engagement in the world. The immediacy, convenience, and personal attachment to mobile phones make the device an ideal means of expanding marketing messages and enhancing engagement with a global customer base.

To address this large and rapidly expanding market of underserved mobile users, The Chief Marketing Officer (CMO) Council along with the Mobile Marketing Association will explore where and how a new discipline -- Mobile Relationship Marketing (MRM) -- is being embraced across multiple industries to ensure continuous customer touch and interaction, sustained support and service, closer and more dependent connectivity, as well as greater insight and intimacy. It will also look at how MRM is creating business value, improving process efficiency, triggering product consumption and use, furthering loyalty and repeat purchase, and increasing customer feedback, assistance, affinity and advocacy.

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Facts & Stats

While 36 percent of marketers say that the market has become more cluttered and confusing over the last five years—both online and offline—31 percent say that they are able to provide better customer experiences due to the accessibility of customer intelligence that enables them to become more relevant to customers.

Source: CMO Council

When asked to identify the top obstacle to launching a mobile program, 37% of businesses cited lack of strategy, followed by a lack of resources, at 22%. MediaPost

The results also suggested mobile still only claims a small portion of marketing budgets, with more than half (54%) of businesses allocating 5% or less to the third screen. MediaPost

Mobile Web Sites (70%), mobile applications (55%) and QR codes (49%) rated as the most popular types of mobile marketing, but less than half of marketers are currently employing any of them. Three quarters of businesses not using mobile marketing programs plan to within a year or more. MediaPost

A study by email service provider StrongMail showed 45% of companies have adopted mobile marketing, with more than half (57%) of those doing so for less than a year. MediaPost

eMarketer estimates that mobile phone penetration will reach 76.8% of the US population in 2012. By 2016, smartphone users are expected to account for 74% of all US mobile phone users. eMarketer

As of February 2012, 31% of US mobile phone owners who did not already recieve SMS message-based marketing said they were at least somewhat intersted in such messages. eMarketer

The percentage of people who thought it is at least somewhat important to be able to make a purchase on their mobile phone had climed to 38% in 2012, compare with 30% in 2012. eMarketer

Despite the significant growth in mobile readership of email, 48 percent of marketers still do not know how many mobile subscribers they have, according to the report, Email in Motion: Mobile is Leading the Email Revolution. Mobile Marketer

63% of top brand marketers have increased their mobile advertising spending over the last two years, and that 72% plan to increase advertising spend over the next two years. IAB

Advertisers in the U.S. are believed to have spent roughly $1.45 billion on mobile advertising, up from $743 million in 2010. This represents a growth of 66%. And thi sis likely to continue. eMarketer 

Total Ad Expenditure (national/local) in the USA are now approaching $160 billion - Catalyst Financial Resources. Catalyst Financial Services 

With all thats going on for SMS, it was not a great surprise when recent Portio Research suggested that the global SMS text messaging market is expected to grow from $150 billion in 2009 to $233 billion by the end of 2014. Mobile Marketer 

Portio Research suggested that the global SMS text messaging market is expected to grom from $150 billion in 2009 to $233 billion by the end of 2014. Mobile Marketer

In the U.S., 64% million smartphone owners accessed social networking or blog destinations via their mobile device in December 2011, an increase of 77% from the previous year, while 48.4 million. Comscore 

Social Networking accounted for 16.6% of all online minutes at the end of 2011 and is on track to surpass Portals as the most engaging online activity in 2012. Comscore 

63% of consumers are uncomfortable using a mobile application that would store their credit card information and allow them to make purchases at a retailer or company as they would with a credit card. MarketingCharts 

At the end of 2011, more than 8% of all digital traffic was consumed beyond the 'classic web' across devices such as smartphones and tablets. Comscore 

In December 2011, 47.6% of the total mobile audience in the U.S. used apps, an increase of 13.3 percentage points, while 47.5% used mobile browsers, up to 11.1 points. Comscore 

At the conclusion of 2011, more than 127.6 million mobile users in the U.S. and 108 million users in Europe consumed mobile media through their mobile browser or applications, with both geographies seeing nearly 30% increases in these audiences. Comscore 

2012 will be a significant year in the U.S. smartphone market as adoption soars past 100 million owners and more than half of the market use smartphones as their primary mobile devices. Comscore

Smartphone adoption is high in the U.S (42 percent) and EU5 (44 percent), which comprises France, Germany, Italy, Spain and the UK. cmo.com

Mobile will account for 15.2 percent of global online ad spend in 2016, according to Berg Insight. Mobile Marketer

2011 saw mobile media use accelerate across markets, fueled by the popularity of smartphones, the growing availability of WiFi paired with the proliferation of 3G and 4G wireless networks, and continuing shifts towards a constantly connected consumer lifestyle. Comscore

More than 40% of 252 U.S. interactive marketing professionals in a recent poll by Forrester report are using some form of mobile marketing. And an additional 35% plan to incorporate mobile into their marketing plans. Forrester

eMarketer estimates mobile commerce sales will reach $6.7 billion in 2011-a tiny fraction of overall retail sales, to be sure, but a 91.4% increase over 2010. Next year, sales will rise another 73.1%, to $11.6 billion. eMarketer

In December 2011, 47.6% of the total mobile audience in the U.S. used apps, an increase of 13.3 percentage points, while 47.5% used mobile browsers, up to 11.1 points. Comscore

Mobile coupons will generate $6 billion in global redemption values by 2014. Jupiter Research

With 36% of U.S. adults now owning smartphones and 5% owning tablet computers, according to Nielsen, the mobile market is set to explode. BtoB Online

Social Networking accounted for 16.6% of all online minutes at the end of 2011 and is on track to surpass Portals as the most engaging online activity in 2012. Comscore

An online survey of 501 U.S. marketers conducted by AT&T Inc. in September found that 88% plan to increase their mobile marketing programs this year. BtoB Online

At the end of 2011, nearly 1 in 5 smartphone users scanned product barcodes and nearly 1 in 8 compared prices on their phone while in a store. Comscore

There are more than 1.8 billion loyalty program memberships in the U.S. Colloquy

61 of marketers percent believe loyalty program participants are the best and most profitable customers, but only 13 percent believe their companies are highly effective in leveraging loyalty and brand preference. CMO Council

The average household participates in more than 14 loyalty programs, but is active in only 6 of them. Colloquy

Mobile ad spend increased by 116% in 2010. Internet Advertising Bureau

Interviews

BRAD TAYLOR

Vice President of Customer Marketing

The Coca-Cola Company

The Coca-Cola Company’s overall digital marketing strategy is to engage with consumers wherever they are and on whatever device they may be using. A... Read On

LUCAS HERSCOVICI

Global Director of Strategic Innovation and Marketing

Anheuser-Busch

Anheuser-Busch does not differentiate their digital strategy from their mobile strategy; rather, they refer to both as a connection strategy that enab... Read On

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Studies & White Papers

Articles

February 2012 - Mobile Marketers are Way Too Slow For SoLoMo World - AdWeek

February 2012 - Gartner: Global Mobile Phone Sales Fall For First Time In Three Years - Mobile Marketing Watch

February 2012 - Report: Mobile To Drive A Third Of Paid-Search Clicks By Year End - Search Engine Land

February 2012 - Twitter Sheds Light On Mobile User Habits - Marketing Week

February 2012 - For Mobile Marketing That Really Works, Just Look To Asia - ADWEEK

February 2012 - BMW Adapts Apple Genius Model In Its Dealerships - Ad Age

February 2012 - What Does The Future Hold For Mobile Marketing SEO? - Forbes

February 2012 - 'Only 16% Of Marketers Have Mobile Strategy' - Marketing Week

January 2012 - 57% of UK Brands Now Have Mobile-Optimized Websites - BizReport

January 2012 - Mobile Advertising Works -- So Why Is Nobody Doing It? - Social Media Today

January 2012 - Starbucks Brewing Up More Plans For Mobile - Mobile Marketing Watch

January 2012 - Mobile Marketing Leads The Way… - bizcommunity.com

January 2012 - Adding Dynamic Mobile Marketing To Your Marketing Mix: How To Create Successful Mobile Marketing Campaigns - Business 2 Community

January 2012 - Over 85% of Marketers Plan To Raise Their Mobile Budgets - Clickz.com

December 2012 - The Problem With Mobile Marketing? - Clickz.com

December 2012 - Top Mobile Marketing Tips: Native Apps Versus Mobile Sites - NetImperative: Intelligence For Digital Business

November 2012 - Mobile Marketing & Measurement Snapshot: Google & ClickZ Insights - Search Engine Watch

October 2012 - 'SoMoBiDa' Isn't A Song: Like It Or Not, The Confluence Of Social, Mobile And Big Data Is The Future of Marketing - TARGET Marketing

October 2012 - In Mobile-Computing Boom, A Battle Rages For Marketing - Reuters

September 2012 - Mobile Marketing Too Large For Brands To Ignore - Social Media Today

September 2012 - How The 2012 Election Is Driving Mobile Marketing Innovation - MediaPost

September 2012 - How The iPhone 5 Will Radically Change Mobile Ad Market Share - Business Insider

August 2012 - The Basics Of Marketing Through Mobile Music Apps - iMediaConnection.com

August 2012 - US on Track to Become Top Mobile Ad Market - eMarketer

August 2012 - Digital Presence vs. Digital Bombardment - Business Review Europe

August 2012 - Tips for Improving your Mobile Marketing Campaign - Adotas

July 2012 - 82 Percent of Consumers Want to Engage Retail Brands Via Mobile: Study - Mobile Marketer 

July 2012 - Mobile Payment Use Nearly Doubles in a Year: Report-Mobile Commerce Daily - eMarketer 

July 2012 - QR Codes Most-Used Mobile Channel for Engaging Customers - MarketingCharts 

July 2012 - Marketers Challenged to Keep Pace with Mobile, Social - eMarketer

June 2012 - More Hold-Outs Plan to Begin Mobile Marketing - eMarketer 

June 2012 - The Casualties of Mobile: What It Takes To Survive In The New Mobile Era - Mobile Marketer

June 2012 - Marketers Flocking to Mobile, But Challenges Persist - MarketingCharts

June 2012 - Small Business Survey Reveals Marketing is Going Mobile - Small Business Technology 

June 2012 - Businesses to Double Their Mobile Investments Over the Next 18 Months - Mobile Marketer

June 2012 - Marketers to Inch Up Social, Mobile, Email Spending - eMarketer

June 2012 - Marketers Take Mobile, Digital Reins RSW Survey Reveals Disconnect Between Growth in Mobile Marketing and Agency Assignments - AdWeek 

May 2012 - Why Email is the Anchor for Mobile Marketing - Mobile Marketer

May 2012 - B2B Marketers: Your Targets Are Mobile - eMarketer

May 2012 - Mobile Marketing Rising Sharply in 2012, But Challenges Stunt Growth - MarketingCharts

May 2012 - Mobile Marketing Small But Growing - MediaPost

May 2012 - Study: 70% of Consumers Welcome Mobile Ads - Direct Marketing News 

May 2012 - Mobile Data Traffic Takes Off, Outpacing Revenue Opportunities - Mobile Marketer

May 2012 - Mobile Phone Shoppers Show Growing Preference for Text Marketing - eMarketer

May 2012 - Mobile Payments Not Yet Ready to Go Mainstream - MarketingCharts 

May 2012 - Financial Mobile Ad Spend Up 314% - Clickz.com

May 2012 - Marketers Unprepared for Mobile's Growing Dominance in Email - Mobile Marketer

May 2012 - Personalization is Key to Mobile Commerce Success - Mobile Marketer

April 2012 - Will Smartphones Account for Most Visits to E-Commerce Sites by 2014? - Internet Retailer

April 2012 - Forecast: Mobile Content, Ad Sales to Hit $67 Billion in 2012 - Paid Content

April 2012 - Riches in Mobile Ads, Just No Profits - Wall Street Journal 

April 2012 - Mobile is Underspent in Marketing Budgets - Mobile Marketer

April 2012 - 39% of Business Owners Access Social Netwokrs on Mobile: Forrester - Mobile Marketer

April 2012 - More Evidence Mobile Marketing Budgets Are Growing - MarketingCharts

April 2012 - Are Marketers Putting Big Money Behind Mobile Search? - Mobile Marketer

March 2012 - How Customer Experience Optimization (CXO) can Stretch Your Marketing Dollars - iMediaConnection.com 

March 2012 - Best Practices in Mobile Video Advertising - MediaPost

March 2012 - Mobile Email Best Practice: Ask the Experts - eConsultancy.com

March 2012 - Kenya: Mobile is Now Key Consumer Access Channel - AllAfrica.com

March 2012 - Mobile Merchandising 2D Barcode for Apparel Retailers - Fibre2fashion.com

March 2012 - Mobile Business in a Box: Brick & Mobile Combines Mobile CMS, SMS Platform, QR Codes and Sales Training to Help Anyone Start a Mobile Marketing Business Overnight - Marketwatch.com

March 2012 - Upper Middle Class, Females Key to Bridge Mobile Ad Spending Gap - Flurry.com

March 2012 - 3 Ways Marketers can Reach Facebook's Mobile Audience - Mashable.com

March 2012 - The Problem with Mobile Marketing - Clickz.com

March 2012 - SMS: The New Global Marketing Phenomenon - Mobile Marketer

March 2012 - Wealthy Smartphone Owners Catching on to Mobile Commerce - MarketingCharts 

March 2012 - Britannica Embraces App Strategy - MediaPost 

March 2012 - Zyrtec Reaches Female Hispanics with Mobile, Video - Clickz.com

March 2012 - Tablets Offer Best Bang for Search Ad Buck - MarketingCharts 

March 2012 - Marketers Watch Mobile Payments Tech Unfold from Many Different Directions - MarketingVox 

March 2012 - Retailers Join Payment Chase - Wall Street Journal 

March 2012 - Mobile Growth Influenced by Clicks on Paid-Search Ads - MediaPost

March 2012 - How a Year in Life of Mobile can Equal a Lifetime - Mobile Marketer

March 2012 - Mobile has the Opportunity to Reshape a Brand - Mobile Marketer 

March 2012 - Mobile In-Store Research Appeals to Consumers, Cost Retailers - MarketingCharts 

March 2012 - IPG: Mobile Key to Agency Growth - MediaPost

March 2012 - How Should Marketers Value Mobile Apps and Businesses? - Mobile Marketer

March 2012 - Mobile Second-Screen Expereincnces Will be Star Player in March Madness Marketing - Mobile Marketer 

March 2012 - 2012 in News Media: The Rise of the Mobile Device - Editors Web Blog

March 2012 - Volvo Not Risk-Averse When it Comes to Mobile - MediaPost 

March 2012 - Facebook Risks Making No Friends with Google Challenge in Mobile Ads;Tech - Bloomberg 

March 2012 - Mobile and Video Grab a Greater Share of Digital Ad Budgets - eMarketer

March 2012 - Social CRM said Boosting Sales Productivity by 11.8% - MarketingCharts 

March 2012 - Many Americans Uncomfortable with Advanced Mobile Capabilities - MarketingCharts

March 2012 - Mobile Should Drive More Personalized Web Communications - Mobile Marketer

March 2012 - Cross-Channel Mobile Ad Tracking Becomes Next Challenge - MediaPost

March 2012 - Why Mobile CRM is No Longer a Luxury - Mobile Marketer

March 2012 - Mobile Social Networking Continues Growth - MarketingCharts 

March 2012 - Sprite Taps SMS, Mobile Web to Connect with Sports Fans - Mobile Marketer

March 2012 - From Zynga to Flipboard: Why All Eyes Are on China For the Next Mobile Boom - TechCrunch 

March 2012 - Have Marketers Forgotten About Geotargeted Mobile Advertising? - Mobile Marketer

March 2012 - Mobile Disrupts the Retail Channel: Opportunity or Threat? - Mobile Commerce Daily 

February 2012 - Getting Socially Optimized with Mobile Marketing - BtoB Online 

February 2012 - Mobile Apps, Social Sites are Key Search Tools for Local Business - MediaPost

February 2012 - CEA: Mobile Shopping on The Upswing - Twice Mobile 

February 2012 - More Mobile Phone Time Spent on SocNets than Email/IM - Marketing Charts

February 2012 - Using Mobile Coupons for Your Marketing Campaigns - vomo.co.za

February 2012 - Two Thirds of Brits Express Annoyance Over Mobile Advertising - MarketingMaganzine.co

February 2012 - All Roads Lead to Mobile Marketing - Social, Shopping, and CRM - BizCommunity 

February 2012 - Want to see 2012s Mobile Future? Look at 2011 - Gigaom 

February 2012 - Mobile Site Investments, Search Growing - MediaPost

February 2012 - Mobile-connected Devices to Reach 10B by 2016: Study - eMarketer 

February 2012 - Multichannel Campaigns Increase Reach, Branding Potential - eMarketer

February 2012 - Social Links Mean Higher CTR on Mobile Ads for Samsung - eConsultancy 

February 2012 - Using Social Media to Win Votes in India - WSJ.com 

February 2012 - Chief Mobile Officer: A Job Title Now Timely? - Computerworld.com

February 2012 - A Billion Smartphones Require New Systems of Engagement - Forbes.com

February 2012 - Social Media Marketing Enters the B2B Marketing Mix - Forbes.com

February 2012 - How to Master 'In the Moment' Mobile Marketing - imediaconnection.com

February 2012 - Apple's Mobile Marketing Mistakes: Lessons Learned - Bizcommunity 

February 2012 - How to Crack the QR Code for Mobile Marketing - Entrepreneur.com 

February 2012 - Mobile Pains: When Apps Go Bad - CNET.com

February 2012 - Viewpoint: Marcio Chaer, Managing Director, Mobile Marketing Association Latin - Marketingweek.co.uk 

February 2012 - Mobile & Social Win Super Bowl - technorati.com

February 2012 - Why Context is King in the Future of Digital Marketing - Mashable.com

January 2012 - U.S. Mobile & Social Media Revenue Poised to Surge Again in 2012 - Techjournalsouth.com

October 2011 - How to Boost Engagement with Mobile Apps - Mobile Marketer

August 2011 - Retail Marketers Not Making Enough of Mobile - Wise Marketer

August 2011 - Digital Marketing Spending Migrates to Mobile - Equi Media 

August 2011 - Mobile Marketing Mashup - Marketing Pilgrim

August 2011 - The Sales Opportunities in Mobile Marketing - SME Web

July 2011 - Mobile Business Apps Bring Cloud Computing Closer to SMBs: AMI Report - eWeek.com

July 2011 - Demand for Mobile Marketing Talent Outweighs Supply - ZD Net

July 2011 - Mobile Marketing − Reaching Customers with SMS - Top Ten Wholesale News

Marc 2011 - The Smartphone Explosion Changes the Rules of E-mail Marketing - Internet Retailer 

March 2011 - Report Explores Social Media, Consumer Relationship - MediaPost

March 2011 - 49% of Heavy Mobile Web Users Have Made a Purchase via a Mobile Device - Internet Retailer 

March 2011 - Mobile Travel Planners Offer Marketers Growing Target - eMarketer

March 2011 - Why Multichannel Retail Is Obsolete - Forbes 

March 2011 - 40% of Marketers are Reaching Out to Mobile Consumers - Internet Retailer

February 2011 - Growing Percentage of Digital Purchases Transacted via Mobile: Mojiva Exec - Mobile Commerce Daily 

February 2011 - Mobile Web Traffic to E-commerce Sites Surges 300% - Marketing Profs 

February 2011 - Mobile Payments Take Hold Around the World - eMarketer

February 2011 - Interest in Mobile Phone Payments Strong Among Most Active - Accenture 

February 2011 - Mobile Shoppers Shaking up Retail Industry - stlToday.com 

February 2011 - Desktops and Laptops Trail Cell Phones in Popularity - MediaPost

February 2011 - Mobile Banking to Increase Five-Fold Over the Next Five Years - CRM Magazine 

February 2011 - Digital Coupons Represent Fatest Growing Coupon Segment in 2010 - Loyalty 360

February 2011 - eMarketer: Still Waiting on that Mobile Couponin Explosion - Finchannel.com

February 2011 - Most Purchases, Half of Transactions to be Mobile by 2015: Google - Direct Marketing News

January 2011 - B2B Brands Tapping Loyalty Marketing to Drive Sales - Marketing Profs

January 2011 - MMA Publishes Mobile Coupon Best Practices - Wise Marketer

January 2011 - M-Loyalty Could be 'Game Changer' for Retailers - Wise Marketer

November 2010 - Embracing the Move to Mobile Relationship Marketing (PDF) - Derek Kober

November 2010 - Brands' Mobile Apps Frustrate Users - Marketing Profs

November 2010 - Maurices Mobile Social Campaign Generates Seven-Digit Sales in First 4 Months - Mobile Marketer

October 2010 - Mobile Proximity Marketing Forecast: $6B by 2015 - Marketing Profs

September 2010 - UK Firms Show Shift Towards Mobile Marketing-Study - Telecompaper.com

July 2010 - How to Harness the Power of Mobile Couponing - Mobile Marketer 

April 2012 - IHOP sees 10% Mobile Coupon Redemption Rate - Mobile Marketer

November 2009 - Four Ways to Simplify a Mobile Marketing Campaign - Clickz.com

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