Growing Pains for a Growing Platform: Mobile Marketing

March 7th, 2013 by Tracy

By now, we are aware that mobile as a marketing platform continues to gain traction. However, as with any evolving medium, there are still challenges that need to be addressed and overcome by B2B marketers.

A recent survey by Forrester Research and Aquent revealed that 42% of survey respondents claimed measurement/ROI of mobile marketing as one of their biggest challenges.

Other challenges included:

  • Incorporating mobile into other marketing programs (55%)
  • Reaching the right audiences (34%)
  • Data security (34%)
  • Staffing challenges tied to ROI (68% claimed that they would have to prove positive ROI before they can hire mobile marketing staff)

As with any emerging platform, obstacles are sure to arise. The key for tech B2B marketers will be to have a well thought out mobile marketing strategy in place combined with a certain degree of testing and experimentation to help determine what mobile programs will yield the highest ROI.

With 45% of the adult population currently using mobile Internet at least weekly to download and use applications and consume information, it makes sense to keep investing and experimenting with this platform, as that number will only keep growing.


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