Marketers Are Dipping Their Toes in the Mobile Waters

Marketers Are Dipping Their Toes in the Mobile Waters 2013 has been dubbed the "year of mobile," given the near ubiquity of mobile device access. But how are companies really doing at incorporating mobile tactics into their marketing mix? The Growth Team MembershipTM (GTM) surveyed nearly 500 marketing executives. Based on that data, this infographic examines how companies in the Americas, Asia-Pacific, and Europe are using mobile technologies, the obstacles they are facing, and their future plans. Marketers are not taking full advantage of mobile marketing's potential FEW COMPANIES ARE ALREADY USING MOBILE MARKETING 18% 20% 20% 8% ALREADY ALREADY ALREADY ALREADY USING USING USING USING GLOBAL AMERICAS ASIA-PACIFIC EUROPE Most marketers are not planning to dive into mobile marketing MOBILE MARKETING USAGE WILL INCREASE IN 2013, BUT MANY MARKETERS SEE NO FUTURE APPLICATION FOR MOBILE GLOBAL 35% PLAN TO BEGIN USING IN 2013 47% DO NOT PLAN TO USE EVER AMERICAS 40% PLAN TO BEGIN USING IN 2013 40% DO NOT PLAN TO USE EVER ASIA-PACIFIC 34% PLAN TO BEGIN USING IN 2013 58% DO NOT PLAN TO USE EVER EUROPE 27% The majority of marketers in Asia-Pacific and Europe have no plans to use mobile. PLAN TO BEGIN USING IN 2013 53% DO NOT PLAN TO USE EVER Mobile marketing effectiveness is hampered by budget and talent shortfalls MARKETERS RECOGNIZE ROOM FOR IMPROVEMENT Marketers* were asked GLOBAL how they would rate the effectiveness of their past Average AMERICAS mobile marketing efforts. EUROPE * There was insufficient data for the Asia-Pacific region. MARKETERS CITE BUDGET AND EXPERTISE LIMITATIONS Marketers were asked to name their primary obstacle to effective mobile marketing. GLOBAL AMERICAS ASIA-PACIFIC EUROPE 紅 Insufficient Lack of Insufficient Lack of budget budget necessary expertise necessary expertise ONLY MODERATE BUDGET INCREASES EXPECTED Marketers* were asked to compare their 2012 mobile marketing budget allocations to what they expect for 2013. GLOBAL AMERICAS EUROPE 54% 62% 86% A Budgets will Increase Moderately * There was insufficient data for the Asia-Pacific region. Access the full 29-page survey report at http://www.frost.com/sublib/display-market-insight.do?id=275699025 FREE SOURCES • Frost & Sullivan, Growth Team Membership, "2013 Global Marketing Priorities Survey Results: Identifying and Delivering Customer Value," http://www.frost.com/sublib/display-market-insight.do?id%3D275699025 (March 2013). • Frost & Sullivan, Growth Team Membership, "Americas: 2013 Marketing Priorities Survey Results: Defining and Conveying Value" (March 2013). • Frost & Sullivan, Growth Team Membership, "Asia-Pacific: 2013 Marketing Priorities Survey Results: Optimizing Value and Channel Strategies" (March 2013). • Frost & Sullivan, Growth Team Membership, "Europe: 2013 Marketing Priorities Survey Results: Conveying Value and Customer Insights" (March 2013). DEFINITION Mobile marketing: a set of practices that enables an organization to communicate and engage its audience in an interactive manner through any mobile device or network. ORIGINAL FILE JPG: http://bit.ly/17p5Mic PDF: http://bit.ly/1498iuc Growth Team Membership TM (GTM) is a best practices research and consulting program that supports executives within the functions that report to the CEO. M [email protected] O www.gtm.frost.com @Frost_GTM FROS T & SULLIVA N Copyright © Frost & Sullivan Marketers Are Dipping Their Toes in the Mobile Waters 2013 has been dubbed the "year of mobile," given the near ubiquity of mobile device access. But how are companies really doing at incorporating mobile tactics into their marketing mix? The Growth Team MembershipTM (GTM) surveyed nearly 500 marketing executives. Based on that data, this infographic examines how companies in the Americas, Asia-Pacific, and Europe are using mobile technologies, the obstacles they are facing, and their future plans. Marketers are not taking full advantage of mobile marketing's potential FEW COMPANIES ARE ALREADY USING MOBILE MARKETING 18% 20% 20% 8% ALREADY ALREADY ALREADY ALREADY USING USING USING USING GLOBAL AMERICAS ASIA-PACIFIC EUROPE Most marketers are not planning to dive into mobile marketing MOBILE MARKETING USAGE WILL INCREASE IN 2013, BUT MANY MARKETERS SEE NO FUTURE APPLICATION FOR MOBILE GLOBAL 35% PLAN TO BEGIN USING IN 2013 47% DO NOT PLAN TO USE EVER AMERICAS 40% PLAN TO BEGIN USING IN 2013 40% DO NOT PLAN TO USE EVER ASIA-PACIFIC 34% PLAN TO BEGIN USING IN 2013 58% DO NOT PLAN TO USE EVER EUROPE 27% The majority of marketers in Asia-Pacific and Europe have no plans to use mobile. PLAN TO BEGIN USING IN 2013 53% DO NOT PLAN TO USE EVER Mobile marketing effectiveness is hampered by budget and talent shortfalls MARKETERS RECOGNIZE ROOM FOR IMPROVEMENT Marketers* were asked GLOBAL how they would rate the effectiveness of their past Average AMERICAS mobile marketing efforts. EUROPE * There was insufficient data for the Asia-Pacific region. MARKETERS CITE BUDGET AND EXPERTISE LIMITATIONS Marketers were asked to name their primary obstacle to effective mobile marketing. GLOBAL AMERICAS ASIA-PACIFIC EUROPE 紅 Insufficient Lack of Insufficient Lack of budget budget necessary expertise necessary expertise ONLY MODERATE BUDGET INCREASES EXPECTED Marketers* were asked to compare their 2012 mobile marketing budget allocations to what they expect for 2013. GLOBAL AMERICAS EUROPE 54% 62% 86% A Budgets will Increase Moderately * There was insufficient data for the Asia-Pacific region. Access the full 29-page survey report at http://www.frost.com/sublib/display-market-insight.do?id=275699025 FREE SOURCES • Frost & Sullivan, Growth Team Membership, "2013 Global Marketing Priorities Survey Results: Identifying and Delivering Customer Value," http://www.frost.com/sublib/display-market-insight.do?id%3D275699025 (March 2013). • Frost & Sullivan, Growth Team Membership, "Americas: 2013 Marketing Priorities Survey Results: Defining and Conveying Value" (March 2013). • Frost & Sullivan, Growth Team Membership, "Asia-Pacific: 2013 Marketing Priorities Survey Results: Optimizing Value and Channel Strategies" (March 2013). • Frost & Sullivan, Growth Team Membership, "Europe: 2013 Marketing Priorities Survey Results: Conveying Value and Customer Insights" (March 2013). DEFINITION Mobile marketing: a set of practices that enables an organization to communicate and engage its audience in an interactive manner through any mobile device or network. ORIGINAL FILE JPG: http://bit.ly/17p5Mic PDF: http://bit.ly/1498iuc Growth Team Membership TM (GTM) is a best practices research and consulting program that supports executives within the functions that report to the CEO. M [email protected] O www.gtm.frost.com @Frost_GTM FROS T & SULLIVA N Copyright © Frost & Sullivan