Majority of marketers “not confident they’ve sussed mobile”

The majority of marketers admit they haven’t got to grips with how to adequately tap into the way people use mobiles today, according to a new report.

The study, from the Mobile Marketing Association and RadiumOne, interviewed with over 300 senior marketers, evealed that although the vast majority (80 per cent) agree the rise of mobile has significantly increased the amount of data and signals at their disposal.

Key findings:
• Two-thirds admitted they’re not confident they’ve identified the most critical signals in their customers’ journey
• Over six in 10 (61 per cent) aren’t still fully confident in their ability to find new profitable customers
• 58 per cent are not fully confident in their re-engagement efforts to prevent customer churn
• Over 50 per cent aren’t confident in their ability to acquire new customers and re-engage lost ones.

“The industry talks incessantly about the flood of new data being produced and this is certainly the case with mobile, as people do more things on them, but the simple truth is most marketers simply aren’t confident of exploiting it adequately,” said Craig Tuck, RadiumOne’s UK MD.

“Consequently, the industry needs to do more in helping them in three key areas: identifying the right consumer signals of interest, building accurate predictions and then activating these to increase ROI.”

Indeed, when it comes to using data to improve branding, marketers cite “knowing where consumers are on their journey” as their biggest challenge (cited by 38 per cent). For driving sales, it’s “knowing what the most important customer interaction points are” (also 38 per cent).
The most valuable data according to marketers
Marketers cited content sharing from apps (29 per cent) mobile site visits (28 per cent) and app installs (27 per cent) as the most valuable signals for improving mobile branding. For mobile direct response, its purchase data (38 per cent), geo-location and bookmarked content (both 35 per cent).

Tuck acknowledges that driving purchases on mobile has “historically, been a challenge compared to desktop,” so brands that want to increase mobile transactions should “focus on the in-app experience – from having a simple UI, easy-to-access content and sharing features, and an easy way to buy.”

The full report “Mobile’s Impact on the Consumer Journey” is available here.