Digital Marketing Power

Marketers (40%) are finding that delivering a positive customer experience is harder in mobile marketing than on the web. That’s likely no surprise, but what may be troubling is that 70% of marketers describe their multichannel experience for customers as “okay” or “poor.

These findings, from a new IBM sponsored survey of more than 500 chief marketing officers and ecommerce leaders, revealed that while these leaders understand the importance of mobile, two-thirds still do not know how to define their mobile user experience.

The top three most serious issues around mobile marketing were defined as bad navigation/poor “findabilty,” screen-sizing issues and form-filling problems.

Mobile traffic continues to grow, with respondents attributing 19% of their total traffic to a mobile device. Even so, many companies continue to optimize their websites for mobile marketing and experiences, as opposed to building a mobile experience from the ground up which would provide an improved experience for the customer.

Mobile phones and particularly the increasing adoption of smartphones, continue to change how people receive information, consume content and engage with others. To take advantage of the opportunities presented by these mobile devices and their expanded functionality and create an effective mobile marketing strategy, marketers must understand how consumers use them and what the implications are for content marketing, promotions, communications and purchase channels. Here are twenty-five charts of the latest research sourced from a variety of organizations to enable you to better understand how the mobile landscape has evolved so you can incorporate these changes into your marketing plans.

5 questions to answer before developing a mobile marketing strategy for B2B and building a business case using data in Google Analytics.