An overwhelming majority (85%) of marketers believe that mobile is a gateway to new markets and audiences, a joint study from the Mobile Marketing Association (MMA) and Neustar reveals.
Four in five of respondents also cited that mobile is not only transformational for their companies, but also strategic for their careers to stay on the cutting edge of emerging trends and technology.
The data was reported in the “Marketers Guide to Mobile and Data,” which surveyed 400 companies across the consumer product and service categories. The research was conducted by Research Now and unveiled at the recent MMA Advertising Week conference, SM2.
Key findings of the study indicate that marketers have embraced the combination of mobile and data as a vital component of the marketing mix:
Around 40% said that mobile is a top priority for their brand and core to their overall marketing strategy.
An additional 34% activated a strategic vision for mobile and continue to test new tactics in order to gain experience with the channel.
The combination of mobile and data was cited as a “game changer” with 65% of marketers indicating that data delivers a competitive advantage for their business.
Moreover, 36% of companies use data to justify and influence all marketing decisions.
“Mobile has transcended boundaries, evolving beyond its role as a connection or convergence device. Marketers no longer ask ‘why mobile’ because the future health of their brands directly depends on mobile’s role as a marketing vehicle,” MMA CEO Greg Stuart said.
“There is no denying that mobile is business transformational and the survey results prove that mobile has advanced from an afterthought to the first thought when mapping out a marketing strategy.”