One-Third of Digital Marketing Budget Spent on Mobile Marketing

In a new report, Adobe showed 85% of marketing decision makers and 94% of IT decision-makers say their organization has a centralized mobile leadership team in charge of the consumer mobile experience.

Marketers are already aware of mobile’s growth, but this shows how brands are gearing up to deal with mobile.

In the past, marketers and brands would respond with a “mobile-first” approach, but according to Adobe’s 2017 Mobile Maturity Report, marketers appear to be maturing in their mobile efforts.

The survey Furthermore, 80% of marketing companies have a team dedicated to creating and publishing mobile apps, and 90% of IT decision makers say the same.

“We’ve seen a real acceleration over the last year from when companies would say mobile’s important. If you actually looked at where they were investing money, they were definitely web-first,” says Matt Asay, VP of mobile at Adobe Marketing Cloud. “Now companies are spending real money and shifting real dollars to mobile.”

While the mobile app is clearly a focus, marketers are becoming increasingly sophisticated with app and web, recognizing the importance of both channels. Mobile app and web development plays an important role in the overall mobile strategy, with marketers spending $4 million to $5 million on each, per year.

Paid media and owned media are now being used most often to drive acquisition on app and web. One-third of digital marketing budget is spent on mobile marketing programs, according to the report.

The dual approach of web and mobile is part and parcel to delivering a great mobile experience to the consumer, and location technology provides this advantage for engagement.

Approximately 51% of marketing decision makers and 54% of IT decision makers currently request GPS location data. Another 30% of marketing and 34% of IT decision makers don’t currently, but plan to in the next 12 months.

“My advice to marketers is, if you haven’t already, get really smart about mobile, and be an enabling force for your product and enterprise IT teams,” Asay says. “Otherwise you’ll find yourself sidelined and becoming somewhat irrelevant to the mobile plans within an enterprise.”

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