Mobile marketing seeks a foothold


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Email, the workhorse of b-to-b marketing, is also finding a sweet spot in mobile. According to email deliverability company Return Path, email opens on mobile devices grew by 34% in the final six months of 2011 compared with the previous six-month period. Meanwhile, opens on webmail and PCs decreased by 11% and 9.5%, respectively, in that time period as users switched to their portable devices. Forrester's Parrish cautioned marketers to think about the different ways smartphones are used compared with tablets and to seek hard answers from their agencies—whether pure-play mobile shops or general creative agencies—about their mobile capabilities and recommendations. “Marketers are still learning about their mobile customers and how mobile fits into their marketing practices,” she said. “At this stage, it's extremely important that marketers demand from their agencies case studies with results that are relevant to their own objectives.”

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