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1、 Copyright CMO Council. All Rights Reserved. 2014 CAPITALIZING ON MARKETINGS BIG MOBILE OPPORTUNITY WHITE PAPER | OCTOBER 2014 2 Copyright CMO Council. All Rights Reserved. 2014 GETTING IN SYNC WITH MOBILE TM | WHITE PAPER Introduction Key Findings Sponsor Commentary Affiliate Partners About the Chi
2、ef Marketing Officer Council About SAS 3 5 17 18 19 19 CONTENTS 3 Copyright CMO Council. All Rights Reserved. 2014 GETTING IN SYNC WITH MOBILE TM | WHITE PAPER INTRODUCTION Few advances in technology have impacted how we do business as broadly and profoundly as mobile. Mobile devices are creating ne
3、w opportunities for organizations to engage with their customers, but the bigger reasons to focus on mobile relate to how mobile is changing how people behave. For marketers, the opportunities lie beyond the simple lure of mobile as just another channel to engage with customers. Because mobile devic
4、es are highly valued and always present, they bring a unique complexity that is not associated with email, digital or other channels of engagement. Mobile, at its core, is more than just another channel because interactive devices such as tablets and smartphones are digital, search and social, all i
5、n one. It requires new thinking, new platforms and new talent to ensure that a mobile mindset is woven into the entire customer journey. It requires new strategies to address how customers want to engage with various devices at various times and in various formats. Mobile is not just one campaignit
6、is a customer engagement strategy. Todays customer journey is infinitely more nuanced than in years past, but the impact of mobile on the customer journey cannot be denied. According to eMarketer, there are an estimated 4.55 billion mobile phone users globally as of this writing, with some 1.74 bill
7、ion of them representing smartphone users.1 Mobile commerce now accounts for 15 percent of total U.S. eCommerce revenue.2 In the U.S., mobile media consumption now accounts for 12 percent of a typical consumers media consumption time. In some parts of the world, mobile is the primary connection to t
8、he web for consumers by necessity, and in more developed areas, it has the potential to become the primary connection by choice. According to an eMarketer report, one of every four online searches is actually being conducted via mobile web,3 and this trend will accelerate as the millennial generatio
9、n starts to exert its collective influence and buying power. InMobi4 reported that 54 percent of millennials use mobile web as their primary or exclusive means of going online. But beyond utilization figures, mobiles impact can be seen most clearly in how the channel is shifting and molding customer
10、 behaviors and actions. According to research conducted by InMobi,5 48 percent of consumers say that mobile directly influenced their in-store buying decisions. Marketers are following this growth in mobile adoption, consumption and influence. According to the CMO Councils own “State of Marketing 20
11、14” study, marketers are increasing spend and investment into mobile. Specific to allocations directed to program spend that were intended to boost demand generation and advertising, marketers anticipated allocating more than 4 percent of program spend on mobile engagements, including mobile app, mo
12、bile display advertising, mobile SMS/MMS and mobile search. 1 http:/ 2 http:/ 3 eMarketer State of Mobile Search 2013: Key Trends in Mobile SEO and SEM 4 http:/ 5 http:/ global-result 4 Copyright CMO Council. All Rights Reserved. 2014 GETTING IN SYNC WITH MOBILE TM | WHITE PAPER In comparison to the
13、 estimated 9 percent earmarked for trade shows and conferences, the 7 percent dedicated to television or even the 6 percent allocated for social investments across advertising and non-ad social media campaigns, mobile investments have now surpassed more traditional channels of engagement like radio
14、(2 percent), outdoor (2 percent), and even telemarketing (2 percent) and online video (2 percent). But most importantly, this 4 percent of program allocation represents a 100-percent increase over spend allocated in 2013. Not since the accelerated adoption and investment into social have allocation
15、numbers shifted so dramatically in one year. And from all indications, there are few signs of slowing. Without question, mobile is making the quest for marketers to stay in sync with the customer journey infinitely more complex and nuanced as the digitally empowered customer now has new expectations
16、 for a fully connected, mobile, personalized and relevant experience. At the same time, the stream of digital data from mobile enables marketers to learn more about customer preferences without being intrusive, opening avenues to inform product development, packaging, pricing, distribution, contact
17、policies and more. Mobile is about location, but its also about time and mindset. It requires a new marketing mentality that envisions the delivery of relevant content in parallel with the aggregation of rich customer intelligence. More than ever, mobile has become the cornerstone to the customer ex
18、perience, and its never been more important to be relevant in real time with todays mobile consumers. To understand where and how marketing executives were moving to align mobile strategies with customer expectations, the CMO Council, in partnership with SAS, tapped into the thinking of more than 25
19、0 marketing leaders. We sought to understand four key areas of mobile strategy and maturity by: Gauging the pulse of the market and understanding how marketing leaders view mobile Assessing how marketers are responding to the changing mobile landscape Understanding how marketers are measuring the bu
20、siness impact of mobile Tracking the organizational areas of alignment required for mobile success What follows is an overview of the mandates, goals, achievements and measures of success, as well as the issues, challenges and obstacles marketing leaders are facing with respect to mobile. But most i
21、mportantly, the following content outlines where the greatest opportunities lie for marketing leaders to stand at the vanguard of mobile advancement and take full advantage of the evolution of customer engagement. 5 Copyright CMO Council. All Rights Reserved. 2014 GETTING IN SYNC WITH MOBILE TM | WH
22、ITE PAPER KEY FINDINGS Respondents to our survey revealed that mobile is a significant channel of engagement today, with more than half indicating that mobile is critical to engagement, while 31 percent say it is growing in importance. Whats noteworthy, however, is that the customer is advancing the
23、 importance of mobile, and it has less to do with marketers taking new technology options to their customers. According to 32 percent of respondents, the reason that mobile is increasingly important is because customers are using mobile and social to connect with brands. Respondents also admit that
24、they are not yet fully satisfied with the impact or effectiveness of their mobile initiatives, with 37 percent indicating that their current marketing initiatives are moderately effective, and only 9 percent say their programs are very effective. But 45 percent believe that their campaigns are actua
25、lly moderately ineffective or yield a neutral impact. What is revealed is that the marketers surveyed are committed to moving forward with mobile, and significant opportunities lie before them to maximize investments by advancing mobile strategies to align with customers expectations for relevant, c
26、onnected and personalized experiences. A. DEVELOPING A FULLY INTEGRATED MOBILE MARKETING RELATIONSHIP STRATEGY As customers increasingly rely on mobile as a key part of their journey from discovery to purchase, marketers are looking to better deploy mobile initiatives and craft comprehensive mobile
27、strategies. They are developing their mobile strategies61 percent of respondents have some form of mobile strategy implemented or in developmentbut few have cracked the code to fully integrating mobile into the overarching marketing and engagement strategy. Fully integrated Not fully integrated Impl
28、ementation in process Not implemented Some campaigns, no strategy No strategy 17% 24% 20% 8% 21% 10% 17% 24% 20% 8% 21% 10% MOBILE STRATEGY Figure 1: Marketers describe mobile strategy 6 Copyright CMO Council. All Rights Reserved. 2014 GETTING IN SYNC WITH MOBILE TM | WHITE PAPER Some 31 percent of
29、respondents indicated they either have no mobile strategy or are only deploying limited mobile campaigns. An impressive 17 percent of the marketing leaders surveyed have been able to develop and deploy a mobile strategy that is fully integrated into their overall marketing strategy (Figure 1). When
30、describing mobile as it relates to their marketing strategies, respondents provided a sense that the real opportunity for mobile lies not only in effective campaign delivery, but also in the ability to learn, listen and engage. Whats emerging is an operational reality in which some organizations may
31、 be better poised to pursue those opportunities and perhaps develop early advantages. The research revealed that a sizable proportion of the respondents are struggling to advance, with some 22 percent saying that mobile is still an area of new exploration and 15 percent saying that mobile is actuall
32、y an area of confusion with no clear owner. There are also skeptics among the respondents, including 15 percent who indicate that mobile is really just the latest “shiny toy” for marketers and 18 percent who believe that mobile is not, in fact, a strategy, but really just a campaign mechanism. At th
33、e same time, there are leaders among the respondents who view mobile as an opportunity to more deeply engage. More than half of respondents (55 percent) believe that mobile enables more personalized experiences for their customers. Some 40 percent say that mobile has proven to be a valued insight-ga
34、thering tool while 36 percent say that they have learned a wealth of information about their market thanks to mobile. What is interesting is how the marketing leaders who have fully adopted and integrated a mobile strategy view it in relation to their overall marketing approach. Twenty-four (24) per
35、cent of the respondents say that mobile actually comes first when their organizations plan customer experiences. Of those marketers who believe they have fully integrated mobile into their marketing strategies (17 percent of survey respondents), 45 percent reveal that their organizations have adopte
36、d a mobile-first mindset (Figure 2), and none consider mobile to be the latest marketing fad. Latest shiny toy Mobile comes first 0% 18% 45% 19% MOBILE AS IT RELATES TO MARKETING STRATEGY Fully integratedAll respondents Figure 2: Mobile as it relates to marketing strategy: Fully integrated compared
37、to all others 7 Copyright CMO Council. All Rights Reserved. 2014 GETTING IN SYNC WITH MOBILE TM | WHITE PAPER What is also of note is that respondents who believe that mobile is not just an important way to engage but a critical one have seemingly pressed beyond some of the key concerns that all oth
38、er marketers have. While 64 percent of respondents who believe mobile is critical also believe that mobile helps deliver a more personalized experience, only 46 percent of the remaining survey respondents agree (Figure 3). Other key differences include: Of those marketers who do NOT see mobile as cr
39、itical: 48 percent say mobile is not central to their marketing and engagement strategies. 28 percent believe that mobile is simply a campaign and not a strategy. 24 percent admit mobile is an area of confusion. Of those marketers who DO believe mobile is critical: Only 10 percent believe mobile is
40、just a campaign. Only 7 percent find that mobile is an area of confusion. 57 percent believe it is a valued channel to actively engage customers. MOBILE RELATIVE TO MARKETING STRATEGY Critical channelAll others Figure 3: Mobile as it relates to marketing strategy: “Mobile is a critical channel” comp
41、ared to all others 7% 24% 8% 22% 10% 28% 11% 7% 11% 34% 19% 48% 41% 4% 51% 18% 57% 21% 64% 46% An area of confusion with no clear owner Latest “shiny toy” in the marketing tool kit A campaign, not a strategy Too difficult to manage interally A new area of exploration Not central to our marketing str
42、ategy Comes first when we plan customer experiences Provides a wealth of information about our customers Valued channel where we actively engage Helps us deliver more personalized experiences 8 Copyright CMO Council. All Rights Reserved. 2014 GETTING IN SYNC WITH MOBILE TM | WHITE PAPER The Opportun
43、ity: As mobile devices continue to grow in importance for how customers live their lives, the way they engage with brands will continue to evolve. As a result, integrating a comprehensive mobile relationship marketing strategy into the overarching customer experience strategy will quickly become the
44、 norm rather than the exception. Pursuing the ideal of full strategy integration will involve closer, more personalized relationships with the customer that will likely deliver short-term competitive advantages, which will evolve into table stakes in the long term. Tips From Our Leaders “We understa
45、nd that mobile is really going to outpace desktop use within the next couple of years. Were thinking about how we can provide the best customer experience and how we can differentiate ourselves from our competitors and help fill in some of the white space in the market that our competitors are not c
46、urrently addressing.” Edward Lin, Vice President of Digital Marketing, Wells Fargo Home Mortgage “As a result of all of the new platforms that have emerged, information technology has become far more important than it might have been in an environment where all you have to do is power up a PC at the
47、 front desk. At a very minimum, customers expect our website to work on their phones. Moving forward, they will increasingly expect a personalized experience, that we understand who they are and that they can interact with us through their mobile device in the manner of their choosing.” Lauren Chewn
48、ing, Vice President of Customer Insights, Marriott International B. BEYOND THE MOBILE CAMPAIGN: THINKING MOBILE FIRST At the current stage of market adoption of mobile, many marketers appear to look at mobile as a series of campaigns. But there is a clear understanding that a more comprehensive engagement strategy will be required to truly capitalize on the full range of opportunities inherent in mobile. Respondents who are currently using mobile reported using a mix of several mobile components, including mobile-optimiz