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Study: Marketers uncertain about mobile marketing metrics

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Baltimore—While most marketers view mobile marketing as important to their plans for this year, they are unsure how to justify the expense or measure mobile's return on investment, according to a study by digital marketing company R2integrated.

Of 157 marketers surveyed online this month, 75% indicated mobile marketing efforts were somewhat important, important or very important to their plans this year. When asked what area of their mobile marketing campaigns needed the greatest improvement, quantifying ROI topped the list.

In addition, the most-cited barrier to executing a mobile marketing campaign was figuring out the business case for the effort. R2integrated concluded that these uncertainties will result in “a year of experimentation and education on mobile marketing, as marketers struggle to come to terms with its practicality.”

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