The State of Marketing 2010 Unica's Global Survey ... - Light Reading
The State of Marketing 2010 Unica's Global Survey ... - Light Reading
The State of Marketing 2010 Unica's Global Survey ... - Light Reading
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Mobile Marches toward Greater Significance<br />
<strong>The</strong> tremendous success and buzz around Apple’s iPhone and Google’s<br />
Android have caused interest in mobile marketing to explode. Given the<br />
combination <strong>of</strong> new devices, faster networks and new location‐aware<br />
technology, mobile will continue its steady march toward greater<br />
significance. In fact, one third <strong>of</strong> marketers (33%) are already conducting<br />
some type <strong>of</strong> mobile marketing. As expected, adoption is slightly higher in<br />
Europe (37%) when compared to North America (29%).<br />
Figure 17: Marketers’ Adoption <strong>of</strong> Mobile <strong>Marketing</strong><br />
Q. Is your company currently using or planning to use mobile marketing tactics (e.g.<br />
mobile messaging, mobile applications, or mobile websites)?<br />
Base: Total Sample (155 Respondents)<br />
<strong>The</strong> Rich Interactivity <strong>of</strong> Mobile Websites and Applications<br />
Is Proving an Equal Draw to SMS’s Reach<br />
Mobile adoption is increasing worldwide, with anticipated very high year‐<br />
over‐year growth in the 30%+ range – across all mobile marketing tactics.<br />
Furthermore, usage <strong>of</strong> these tactics is expected to double in this time<br />
period: 75% expected use for SMS/MMS/WAP campaigns; 66% expected<br />
use for mobile websites; and 63% expected use for mobile applications.<br />
For those marketers already conducting mobile marketing, what’s<br />
surprising is that adoption is relatively even across the different tactics –<br />
despite SMS’s broader reach. For those marketers who have embraced<br />
mobile, the rich interactivity <strong>of</strong> mobile websites and mobile applications is<br />
proving to be an equal draw to SMS’s reach.<br />
Figure 18: Marketers’ Use <strong>of</strong> Specific Mobile Channels<br />
Q. Which <strong>of</strong> the following mobile marketing tactics is your company planning to use?<br />
Base: Total Sample Who Currently Use or Plan to Use Mobile <strong>Marketing</strong><br />
(107 Respondents)<br />
Unica Corporation | www.unica.com 12
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