According to a survey of 122 senior marketers at companies with more than $1 billion in annual revenue, mobile marketing pays off. More than half of the marketers surveyed (52%) said mobile rings up greater ROI than traditional marketing programs do. Consequently, those respondents plan to increase their investments in mobile marketing. The survey, conducted by Luth Research for SoundBite Communications, also found that mobile marketing helps respondents increase brand awareness (39%), as well as attract (39%) and retain customers (37%).
Many of the marketers surveyed are using mobile to support their loyalty programs. Their top reasons for doing so: to increase customer average spend (35%) and purchase frequency (30%), boost retention (30%), improve customer loyalty metrics (26%), and promote cross and upsell offers (24%). However, mobile is not without its challenges. Customers’ privacy concerns and internal resources are top issues.