The State of Mobile Marketing Strategy


by Ayaz Nanji

Some 61% of senior marketers say they have some form of mobile strategy implemented or in development, but few believe they have managed to fully integrated mobile into their overarching marketing plan, according to a recent report from the CMO Council and SAS.

The survey of 250 marketing leaders found only 17% believe their mobile strategy is already fully integrated into their overall marketing plan, with an additional 44% indicating that integration is in progress.

Moreover, 39% of respondents say they have either not tried to integrate their mobile strategy or do not have a mobile strategy to begin with.

Below, additional key findings from the report.

Mobile Strategy

Nearly two-thirds (64%) of respondents believe mobile is a critical channel for engaging customers.

Of those who do not believe mobile is critical:

  • 48% say mobile is not central to their marketing and engagement strategies.
  • 28% think mobile is simply a campaign and not a strategy.
  • 24% admit mobile is an area of confusion in their organization and has no clear owner.

Mobile Tactics

  • 75% of respondents who are currently using mobile tactics have mobile-optimized sites.
  • 66% have launched at least one mobile app.
  • 56% are targeting mobile search.
  • 53% have tried outbound SMS/MMS campaigns.

Mobile Metrics

  • 49% of respondents measure mobile performance via click and response rates.
  • 41% measure mobile content consumption.
  • 40% use app downloads as a success metric.