Why Australian marketers are missing a trick when it comes to mobile

Australian businesses are facing a complex environment where marketers have to juggle multiple channels, tactics, tools and campaigns.

‘Mobile’ is an emerging platform which sounds both excitement and fear in marketers’ ears. The audience scope and capabilities of new smartphone devices appear, on the surface, to be an equation for marketing success, but facing the new digital and multi-layered market has proved challenging for Australian companies.

As the popular adage goes – nothing worth having comes easy and, with more sales, engagement and loyalty up for grabs, is this an opportunity we can really afford to pass up?

The marketing landscape has evolved from traditional ‘push’ techniques evangelised in the 1980s to a ‘pull’ environment, where marketers use rich data and insights to provide individual consumers with tailored, valuable experiences based on their unique needs, thus engaging them in marketing activities, rather than simply ‘pushing’ out marketing messages.

This has proved to be a challenging component of the new marketing stratosphere, and marketers need to be able to integrate technology-rich channels with more traditional channels and ensure that the customer experience is seamless to attract the best results.

Winners and losers                   

Across a wide range of tactics, marketers who have implemented mobile techniques report that the campaigns effectively engage customers.

According to our recent Marketing Services Mobile Whitepaper, six out of ten marketers have been satisfied with the performance of their most recent mobile marketing campaign, with 51 per cent reporting that it was effective and nine per cent describing it as very effective.

Some 51 per cent of businesses surveyed revealed mobile-optimised websites have been ‘very effective’, with 47 per cent saying they are ‘effective’ and only two per cent saying they are not effective at all. Indeed, there are high success rates for many mobile marketing tactics, which is encouraging given its early adoption.

Several companies have recorded a significant jump in profits following the implementation of mobile marketing techniques. Domino’s recently invested in a new m-commerce site after reporting that 30 per cent of its online business came from mobile devices. The investment led to $1 million in orders in its first week thanks to a more seamless ordering system.

But there are many companies out there that have failed to act on the mobile boom:

  • 8 out of 10 marketers spend 10 % or less of their total budget on mobile marketing
  • 12 % of marketers allocate zero budget to mobile
  • 36 % only spend between 1 to 5 % of their total budget on mobile.
  • 37 % of marketers surveyed expect sales from mobile devices to stay the same in the next year.

These firms represent the ‘losers’ of the mobile boom, and are likely to feel the effects of slow implementation more because mobile is such a rapidly evolving industry.

Major challenges

The best way for marketers to overcome these barriers is to plan a coordinated and low-level campaign targeted to a key audience. Any campaign needs to be aligned with the broader marketing strategy, but start small and track its effectiveness.

Drawing on mobile best practice on designated campaigns, such as QR codes in retail or location based marketing, marketers can take their senior managers along on the journey, realising that mobile can fit within their existing budgets as well as achieve their goals, and integrate very effectively with other channels.

If you would like to find out more about the current usage of and attitudes towards mobile marketing in Australia, the barriers and challenges marketers face, and their plans to invest in mobile marketing in the coming years download our latest whitepaper.

The digitised pocket: embracing the mobile age