Mobile Marketing

Aussie Marketers Rush to Invest in Mobile Apps

According to a new survey from Salesforce, 70% of Australian marketers will be investing in mobile app development in 2015.  The Salesforce 2015 State of Marketing survey was conducted online in October and November last year and garnered responses from more than 5000 marketers globally.  Australian marketers rated mobile app development and social media marketing and monitoring as their top areas for increased spending in 2015.

With a third of Australian marketers yet to see an ROI from their mobile marketing efforts to date, marketers are looking to boost their expertise to earn better returns in the coming year.   A further 31% of respondents have produced either ‘some’ or ‘significant’ ROI from mobile marketing, so it’s clear the opportunity is there.  These results suggest Australian marketers are aware of the potential and realise that expertise and skilled implementation are the keys to success.  When asked which technologies were most critical to creating a cohesive customer journey, 59% of Australian marketers identified mobile applications, closely followed by CRM and marketing analytics.

Top Findings For Marketers in Australia:

  • 69% have integrated mobile marketing into their overall marketing strategy
  • 56% see mobile as core to their business.
  • 54% have a dedicated mobile marketing team (up from 33% last year)
  • 55% see social media marketing as core to their business
  • 57% cite social as a critical enabler of products and services

In the last year marketers have changed their views on both mobile and social media marketing.  In 2014 only 25% viewed social media as a critical enabler for products & services. In 2015 that has leaped to 64%.   More than half of the surveyed marketers also see mobile as core to their business, so it is not surprising that 54% of Australian respondents now have a dedicated mobile marketing team (up from 33% last year), and half of those teams are made up of 4 or more mobile specialists.

Mobile dedicated teams are not leading a return to silo based marketing however, with integration a key focus of marketers globally.  By integrating mobile, marketers are reporting higher returns on other digital and traditional channels.  More than 2/3 of global respondents have integrated mobile into their overall marketing strategy, (up from 48% in 2014).

Email marketing also continues to dominate digital marketing efforts and investment. Nearly 3/4 of global marketers still believe email is core to their business, and 92% cite a clear ROI from email campaigns.  Given a third of marketers globally are seeing their emails read on mobile devices at least 50% of the time, it’s critical to use responsive design for email marketing.  Marketers who do not offer a navigable experience on mobile and tablet devices for email campaigns, risk losing as much as 50% on conversion rates.

70% of Australian marketers identified mobile application development as their top area for increased marketing spending this year  and key to creating a comprehensive customer journey in 2015.  Mobile app technology was highlighted by more than half of Australian marketers as the top tech investment for them in 2015, followed by CRM and Marketing analytics.   Other areas of focus for mobile teams in 2015 including mobile location tracking and effective mobile analytics.   Mobile Location was highlighted as a key focus areas for 2015, with an enormous 92% of marketers globally either piloting or planning to use mobile location tracking in 2015.   When it comes to measuring the effectiveness of mobile marketing, survey respondents identified mobile website and app traffic as the most important metrics to them.

Ten Recommendations for Marketers in 2015

Salesforce identifies recommendations for success around Email, Mobile, Social and Customer Journey.  Below are ten of our favourites:

  1. Step away from lifecycle marketing and personas and instead focus on unique customers. Aim for a single view of each customer and begin mapping cohesive customer journeys across multiple channels.
  2. Evaluate your entire customer journey before planning email touchpoints, and track mobile analytics to pinpoint how mobile fits in.  Ensure communications are steady throughout the journey, across all channels. .
  3. Integrate mobile throughout the  customer journey to achieve higher levels of effectiveness for other marketing channels and technologies.
  4. Connect your mobile team with social, email, and web teams to look holistically at how your customers interact via mobile as part of the brand journey. Use internal mobile experts or a trusted vendor to assess any barriers that exist between mobile and your other channels.
  5. Consider mobile loyalty campaigns as a starting point for mobile marketing. If you don’t have a loyalty campaign, a mobile first approach is recommended.
  6. Explore location-based content now, or risk falling behind.  It will take time to discover how to respectfully and relevantly use customer location to create a more cohesive customer journey.
  7. Engage in social listening to identify channels that resonate with your brand. Your audience may connect on lesser- known social networks.
  8. Invest resources (both headcount and budget) to support social as a viable channel.  Direct your efforts to the social channel where your audience is most responsive – don’t spread your efforts too thin. Always respond to individual customers’ messages on social media.
  9. If you can’t designate on-call social managers for every hour of the day, track social engagement for at least 3 months and identify times when engagement is highest and lowest, then focus social efforts on these findings.
  10. Use responsive design to ensure your emails offer an easily navigable experience on mobile and tablets and consider higher conversion alternatives to newsletters such as mobile opt-in, abandoned cart, browse retargeting and anniversary triggered email campaigns.
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