As we learned in the 2012 Mobile Marketing Benchmark Survey, of the surveyed marketers who do test mobile campaigns, more than 10% of their efforts go into mobile optimization and testing. We wanted to know how marketers were implementing mobile testing, so we asked …Q: How routinely does your organization implement the following testing practices?
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In terms of establishing routine testing practices, 59% of respondents indicated they routinely, or somewhat routinely, adhered to the tried-and-true practice of maintaining annual benchmark reports. However, just 43% said their companies routinely, or somewhat routinely, utilize a specific testing methodology.
Despite the rapid growth of mobile as a primary communications tool for businesses and consumers alike, just more than half (51%) of respondents indicated they regularly brainstormed challenges and opportunities within this burgeoning channel.
Further in the 2012 Mobile Marketing Benchmark Report
, when asked about their companies' testing of specific mobile campaign elements, the landing page was the predominant selection, followed closely by mobile device and target audience.
Points to Consider
Do you invest in measurable, repeatable testing methodologies, or rely on less regularly documented data? What elements of mobile marketing practices do you feel make it difficult to establish routine testing procedures?
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Useful links related to this researchMobile Marketing: Providing relevant content dynamicallyMarketing Research Chart: Top mobile marketing objectivesMobile Marketing: 5 takeaways from MarketingSherpa case studies2013 Mobile Marketing Trends: 2 key data points to help you understand this growing behavior