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Dec 18, 2012

Marketing Research Chart: Optimization of mobile efforts

SUMMARY: In this week’s chart, we learn about marketers’ mobile optimization efforts, and how it has affected 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 optimization practices for mobile marketing efforts. So, we asked the following question …

Q: What mobile marketing optimization efforts were utilized by your organization in 2012?

View Chart Online

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


Is mobile marketing -- or the mobile marketer -- established enough to benefit from testing?

According to this data, 59% reported they did not perform any mobile testing or optimization. In fact, as is indicated in the report, “did not perform any mobile testing or optimization” was the most-selected category across nearly all company types, sizes and industries.

Do you feel mobile is too immature a channel to effectively optimize using standard tactics? Or, do you not have the resources to appropriately test, and are choosing to instead focus on executing your mobile campaigns?

In subsequent charts found in the report, we see that, of the surveyed marketers who do test mobile campaigns, more than three-fourths of respondents utilize minimal resources on mobile testing. Is your marketing department prepared -- or willing -- to allocate valuable time to mobile marketing efforts?

Are "best practices" really a best practice for mobile optimization?

A significant number of respondents across all company types, sizes and industries indicated they employed optimization without testing -- in other words, making changes based on published best practices or benchmarks -- to dictate their mobile strategies.

Do you feel the use of established best practices offer your company enough information to best serve your mobile audience? If not, what are your testing and optimization plans moving forward?

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 Email Marketing: iPhone-targeted landing pages boost conversion rate 40% for Ritz-Carlton Destination Club

Mobile Email Marketing: 5 tactics to engage and convert smartphone users

Mobile Email Marketing: 3 tactics to improve usability (and ultimately conversions)

See Also:

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