News Byte: Marketers Are Missing Out on Mobile

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Hi Santa, can you bring me a mobile strategy?
Hi Santa, can you bring me a mobile strategy?

What should be on every marketer's shopping list this holiday season, clearly, is a mobile strategy. Though Adobe reported that mobile-based purchases were up 80% on Cyber Monday, a survey from Responsys indicates that marketers could do even better, with more than a third of consumers saying that the marketing messages they get on their phones are not relevant.

“Without a doubt, effective mobile marketing drives consumers to purchase and yet it seems that many marketers are missing out on this opportunity,” says Michael Della Penna, SVP of emerging channels at Responsys.

The company's survey of 1,200 people found that price-based messages--via SMS, mobile apps, push notifications, and Passbook--are most likely to produce results for marketers, with 66% of those surveyed saying they act on them. Next came time-sensitive (52%) and location-based (50%) appeals. Emails accessed on phones and tablets (46%) were second only to friend and family referrals (51%) in influencing a purchase.

The window of mobile opportunity for marketers remains wide open, according to Responsys‘s survey. While 76% of consumers said they'd use smartphones in their holiday shopping  crusades and 64% said they've made purchases based on highly relevant messaging, only 28% reported subscribing to mobile marketing platforms from brands.

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