Given recent advances in mobile devices and related technologies and standards, it's no surprise that a growing number of companies are seeking to capitalize on mobile marketing. And while many have already achieved notable success, what works and what doesn't is not always certain, and the related business processes and performance metrics remain somewhat experimental in nature.
In the latest research report from Aberdeen, companies reveal how Best-in-Class organizations engage in anytime, anywhere marketing through mobile devices in ways that yield positive business outcomes. Between September and October 2008, Aberdeen examined the use, the experiences, and the intentions of more than 150 diverse enterprises to create a roadmap for companies that aim to use the mobile channel to drive marketing improvement.
The report reveals striking performance disparities between Best-in-Class companies and Industry Average and Laggard companies. Best-in-Class companies enjoy customer satisfaction rates that are 1.3 times higher than Laggards, for example, and customer retentions rates that are 1.4 times higher. Best-in-Class Companies also experience customer engagement levels that are more than twice as high as Laggards and, most importantly, return on marketing investment (ROMI) rates that are 6.5 times higher.
Given the declining effectiveness of traditional marketing programs due to channel proliferation, audience fragmentation, advertising fatigue, and a host of other factors, any opportunity to drive incremental improvement in ROMI is cause for celebration in the corporate boardroom.
"Through a confluence of technologies and standards, including third-generation networks and data packages, the mobile Internet has reached a critical mass," said Jeff Zabin, Research Fellow at Aberdeen Group. "As more and more companies are discovering, it can now enable large-scale mobile marketing programs capable of engaging consumers in unprecedented ways, leading to increased customer satisfaction, customer retention and return on marketing investment. These are key value drivers for practically every company competing in today's business environment."
A complimentary copy of this report is made available due, in part, to the support of the following underwriters: Air2Web and mVentix. To obtain a complimentary copy of the report, visit: http://www.aberdeen.com/link/sponsor.asp?cid=5306
Posted to the site on 13th November 2008
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