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Infographic with results from a research study conducted among marketers.
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61%Consultants& Strategy
Asset Creation67%
Mobile Media68%
Data + Analytics61%
Marketers are convinced about mobile
Marketers see mobile as a GAME CHANGER...
D A T A C A N U N L E A S HTHE POWER OF MOBILE
So they plan to investmore next year
but not all marketers are prepared
76%76%Marketers agree that mobile is the closest you can get to consumer
Marketers who agree that mobile an give them a competitive
advantage in this area
72%72%Marketers agree that mobile is the best way to build ROI
SIGNIFICANT & SUSTAINABLE
SIGNIFICANT BUT NOT
SUSTAINABLE
46%19%
11%23%
DEVELOP
TARGET
Enhance the equityof my brands
Generate newleads
FacilitateTransaction
Improve CustomerService
Increase loyaltyretention
40% 32%
36% 34%
45% 23%
45% 30%
48% 26%
SIGNIFICANT+ SUSTAINABLE
Significant but not Sustainable
Small + Sustainable
Small + Not Sustainable
2%No advantages
Marketers who agree that data
can give them an advantage in
Mobile
33%MOBILE DATA
PIONEERMarketers who are
convinced about data being a competitive advantage
and already have the right infrastructure
31%CONVINCED
& TRYINGMarketers who see data
as a competitive advantage but don’t have the right data
capabilities yet
36%INDIFFERENT
Not convinced about mobile data as a
competitive advantage
the right customer for mobile
the right creative + value proposition
our customers with the right mobile assets
OPTIMIZEcreative in real-time
MEASUREengagement with campaign
IDENTIF Y
Demographics
Preferences
Cross PlatformTargeting
Behavioral Targeting
Real-time LocationLat/Long
Mobile SubscriptionServices
Mobile Device
50%69%
63%43% 54%
70%32% 41%
67%34%34%
70%26%26%
78%25%
29%72%
26%34%
66%
AND THE ROLE OF DATAAS A GAME CHANGER
80%80%Marketers agree that mobile is a way to improve your career
68%68%Marketers agree that mobile is the best way to transform your business model
PUR
CH
ASE
FUN
NEL
What type of data do they find important?
What types of mobile tactics do they use?
What is theirimmediate challenge?
Marketers follow three stages in their path to unleash the power of
data in mobile
34% 5%
13% 27%
15% 23%
10% 16%
17% 16%
$
Mobile Apps
Social Media
Mobile Video
Paid Search
Push alerts
Mobile Audio
Location targeting
Mobile Coupons
52% 71%72%
48%56%
77%37%
45%89%
48%53%
66%26%
38%66%
26%34%
69%24%
29%74%
19%23%
77%
MOBILE DATAPIONEER
CONVINCED& TRYINGINDIFFERENT
Marketers are convinced about the
impact that mobile can have on their
business and personal career. In their
quest to stay ahead of the curve, they
see data as a critical element and a
source of sustainable competitive
advantage in mobile.
MOBILETRANSFORMS BUSINESSES
HOW
12%
19%
8%
17%
30%
Source: Joint study conducted by the Mobile Marketing Association and Neustar among marketers (N= 400). Fieldwork was conducted in June 2013 by Research Now.
