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May 14, 2013
Article

Marketing Research Chart: Implementation of mobile testing

SUMMARY: In this week’s chart, we look at the MarketingSherpa 2012 Mobile Marketing Benchmark Report to learn how marketers implemented mobile testing efforts. 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.
As we learned in the 2012 Mobile Marketing Benchmark Study 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?

View Chart Online

Click here to see a printable version of this chart



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?

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.

Useful links related to this research

Mobile Marketing: Providing relevant content dynamically

Marketing Research Chart: Top mobile marketing objectives

Mobile Marketing: 5 takeaways from MarketingSherpa case studies

2013 Mobile Marketing Trends: 2 key data points to help you understand this growing behavior



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