CMO Council, MMA Studies Show ‘Mobile’ Coming Into Power

Steve Cook, a columnist for recently interviewed Michael Becker on the future of Mobile Marketing.

Interview Excerpt

Marketing in the mobile space is clearly the hot topic as we finish out 2012, as evidenced by the CMO Council’s “Engage At Every Stage” study on mobile relationship marketing (MRM), as well as this month’s Mobile Marketing Association’s SM2 event and The Smarties Awards, held at Advertising Week, in New York City.

According to Liz Miller, the CMO Council’s VP of marketing programs and operations, “In 2012, 14% of the global population and 37% of the United States population are using smartphones, and, by 2016, those numbers will grow to 30% and 59%, respectively. Mobile usage is the only media that has continually increased in ‘time spent’ since 2008, almost doubling through 2011.”

Despite these real behavioral transformations in people’s smartphone adoption and usage patterns, there continues to be a gap in the marketing community’s understanding of and reaction to these facts. Based on the CMO Council’s study, which surveyed 250-plus global marketers:

  • Only 14% are satisfied with their ability to interact effectively with today’s global mobile consumers.
  • Only 37% are evaluating mobile performance.
  • Only 24% intend to develop content that is unique for the mobile channel, and 40% will repurpose existing online content and make it more accessible for mobile devices.
  • 51% see their results as “good” to “moderate,” but only 4% see their investment as being very effective.

View the complete interview here.

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