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3 years ago

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Y5KZ1U

Mobile Lifecycle

Mobile Lifecycle Marketing Campaigns Utilization We use today Plan to use in 2014 Do not plan to use Mobile Welcome SMS Exclusive Deals Holiday or Event Campaign Conversation via Keyword SMS to Email 32% 35% 41% 27% 32% 30% 30% 26% 27% 30% 38% 35% 33% 46% 38% 596 responses 596 responses 596 responses 596 responses 596 responses Cross-Channel Engagement Win-back Loyalty Reengagement 36% 21% 36% 30% 36% 32% 30% 36% 28% 47% 35% 35% 595 responses 596 responses 596 responses 596 responses 20 2014 State of Marketing exacttarget.com

Forty-nine percent of marketers don’t plan to implement SMS in 2014, yet the case for mobile is strong, based on global adoption of mobile devices. Mobile lifecycle campaigns prove highly successful (compare the chart below with the Email Lifecycle Marketing Campaigns Success chart on page 14), so perhaps SMS implementation will increase throughout 2014 as marketers consider SMS as a mobile communication solution. Mobile messaging is also relatively easy to implement, as an SMS doesn’t require design expertise like an email. Check out some of the most popular mobile campaigns for inspiration: • Holiday- or event-based (41% of marketers using; 26% plan to introduce) • Cross-channel engagement (36% of marketers using; 36% plan to introduce) • Reengagement (30% of marketers using; 36% plan to introduce) • Win-back (21% of marketers using; 32% plan to introduce) • Loyalty, exclusive deals, SMS to email, and mobile welcome SMS (30% plan to introduce each in 2014) Mobile Lifecycle Marketing Campaign Success Excellent / Very good Good Fair / Poor Loyalty Exclusive Deals Conversation via Keyword Holiday or Event Campaign Mobile Welcome SMS 57% 34% 9% 53% 33% 13% 53% 32% 15% 51% 36% 13% 51% 34% 15% 213 responses 210 responses 160 responses 245 responses 192 responses exacttarget.com 2014 State of Marketing 21

2014StateofMarketing
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