On the back of a successful year for mobile, more marketers understand the necessity and urgency to keep up with mobile. MobileBridge, the mobile marketing agency, examined the top trends and topics that shed light on upcoming opportunities for 2017 and help organisations to find the best strategies to compete more efficiently. The latest Mobile Marketing Trends 2017 report is the result of a survey of 50 industry executives.
When it comes to the digital transformation, respondents agree that a responsive website is among their key 2017 mobile strategies (59%). Building a new mobile app is now important for over half of survey respondents (54%). However, just 35% said they had to upgrade existing mobile apps.
The report finds that many companies launched apps during a time when having a company app was the norm and hence these apps are in need of an upgrade. This could help consumers save time and improve the app experience.
Overall, it seems that marketers are becoming more responsible when it comes to their company’s mobile strategy. 70% of respondents stated that mobile falls under the marketing department. 90% of marketing initiatives were designed for existing customers whilst just 40% tried to reach new audiences and 2% engaged employees.
But what exactly should a business app do?
According to the majority of respondents, mobile apps should engage customers (84%), drive revenue (66%), and help build customer loyalty (63%). In addition, 44% said that apps should help acquire prospects, drive web traffic (22%) and foot traffic to retail locations (13%).
Almost half of respondents (47%) had a budget in excess of $60,000 for their mobile strategies in 2016.
For 2017, 70% said they would be keep to increase budgets somewhat or significantly.
MobileBridge CEO, Eyal Oster, says:
“The fluidity and omnipresent change in the way consumers engage with a brand via mobile presents obvious challenges to marketers in today’s business landscape. While it is clear marketers are only beginning to scratch the surface in creating truly engaging mobile experiences for consumers, expediting this learning curve is crucial for organizations to thrive in the present market.”
When asked which metrics marketing departments used to define their mobile app success, 91% said that active users were the best measure, followed by revenue (56%) and download/installs (47%).
Engagement is important for organisations and a large majority are now using push messaging (88%) to re-engage their audiences. Social media (72%) and in-app messaging (56%) are also key tools. Coupon/offers are more often employed by retailers (28%).
59% of respondents said their app engaged customers somewhat or not at all. 78% found that measuring mobile success was difficult and at times not sufficient at all.
Marketers are now using a wider variety of tools to attract consumers. Among the top systems and tools are web content management (WCM) (63%), customer relationship management (CRM) (56%), and eCommerce (45%). Marketing automation ranked fourth at 39%.
However, just 10% of respondents felt that their data was accurate.
The survey highlights that marketers are now using mobile to actively engage their customers. Though there is still much to improve when it comes to consumer engagement via mobile, marketing teams are more aware of the opportunities.