A report from Urban Airship based on the completion of a “Mobile Maturity Self-Assessment” tool by more than 500 senior marketing leaders uncovers what those participants believe to be the mobile tactics that are most essential for engagement. Mobile applications emerge as the clear winner; they’re not only used by the most respondents (81%), but are considered an essential channel by the largest proportion (38%).
Responsive design was the next-most popular tactic, used by 77% of respondents and considered an essential channel by 23%. That outpaced push messaging (65% and 21%, respectively) and mobile advertising (72% and 16%, respectively). SMS, meanwhile, sees relatively low uptake, with 58% of participants (which, Urban Airship reminds, came from the likes of Google, Adobe, LinkedIn and American Express) partaking to some degree and only 12% finding an essential component.
In terms of helping along business objectives, the study finds that some 8 in 10 of respondents strongly or somewhat agree that mobile supports audience engagement and brand awareness/new customers. Fewer (61%) agreed that it drives loyalty and purchase frequency;
While there appears to be a consensus concerning mobile’s role in driving audience engagement, the report also indicates that 38% do not segment their audience and 56% don’t customize their mobile app and messaging experience. In other words, close to one-third of the respondents who do have the information on hand to customize their messaging aren’t doing so.
- Executive buy-in is considered the factor that most strongly supports respondents’ mobile strategy, while budgets present the biggest challenge.
- Respondents most commonly measure mobile campaign success as a function of conversions (56%) and engagement (55%). Few use loyalty (22%) as a success metric.
- Mobile app success is most popularly measured by downloads (69%) and user engagement (62%), with fewer than 1 in 5 looking at uninstalls.
About the Data: Respondents participated during the fourth quarter of 2013 via webinar, email or a special event.