Marketing Research Chart: Top mobile marketing objectives

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SUMMARY: In this week’s chart, we learn about marketers’ top mobile marketing objectives, and how they have helped shape their mobile strategies. Be sure to share your own analysis of this chart in the MarketingSherpa LinkedIn Group for a chance to be published in a future blog post.

When gathering data for the 2012 Mobile Marketing Benchmark Report, we wanted to learn more about marketers’ current objectives for mobile marketing efforts. So, we asked the following question …

Q: What are your TOP BUSINESS OBJECTIVES for mobile marketing in the next 12 months?

Click here to see a larger, printable version of this chart

POINTS TO CONSIDER

Whenever marketers begin to investigate the implementation of a new tactic, it’s likely that the first questions asked are, “Why should I do this?” and “What are our goals in doing so?” Mobile is no exception.

When asked about their top objectives, 63% of respondents indicated they hoped to increase sales conversion, followed by increasing lead generation (55%) and lead nurturing (50%). As we learn — somewhat unsurprisingly — in subsequent charts in the Benchmark Report, sales conversion was the top choice for B2C companies, while their B2B counterparts focused on lead generation.

If you’re a B2B marketer, do you see mobile as a viable lead nurturing channel? What types of lead nurturing tactics have you employed in your mobile marketing? What restrictions, if any, have you faced in nurturing leads through mobile efforts?

What factors are most important in determining mobile marketing value?

Despite the fact that increasing sales conversion was a top mobile objective for 63% of marketers, improvement of the customer service experience was a low-ranking category, at just 19%.

Has your company used mobile to improve the customer shopping experience? How have these efforts paid off for your company? Does your company’s approach reflect these findings, or do you feel focusing on the lowest-ranked categories might benefit mobile efforts?

For more information about mobile marketing, download the free excerpt from the 2012 Mobile Marketing Benchmark Report. And, be sure to share your own analysis of this chart in the MarketingSherpa LinkedIn Group for a chance to be published in a future blog post.