The research, which polled the views of key decision makers at a raft of leading UK companies, shows that despite a significant 89.2% of respondents sharing the belief that mobile marketing will become increasingly important over the next 12 months, very few have fully embraced the channel. Reflecting the uncertainty with which many businesses regard the emerging the field, 70.3% of those surveyed currently don't have any engagement with mobile marketing at all.
Despite an apparent lack of engagement with the channel the research revealed a keen awareness of the potential advantages, with 75.7% of respondents citing increased brand awareness as the main benefit of undertaking mobile marketing, and 67.6% believing increased customer engagement to also be a major benefit. Over 60% also believed that increased traffic, leads and sales were also a major driver.
The survey - conducted amongst a large group of large and medium sized enterprises - showed that just 5.4% companies describe themselves as being "heavily involved" in mobile marketing at the current time. Another statistic to emerge is that while they considered the channel increasingly influential, 75% of the respondents claimed not to know the relative value of a visitor from mobile compared to other channels.
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