According to Econsultancy's latest Cross-Channel Marketing Report, 49% of companies have a strategy to integrate mobile campaigns and interactions into a broader marketing activity.
However, this includes 35% saying this integration is very basic. Among the reasons why the integration of mobile is not what it could be, organizational issues seem to rank high. More importantly, the research shows that many companies are focusing on 'new mobile technologies' while overlooking the basics today's mobile consumer expects.
Econsultancy found that just 29% of respondents are optimizing their emails for mobile. Econsultancy stresses this is a missed opportunity since another research shows that 41% of Europeans would close or delete an email if it's not optimized for their device. So, while companies are creating apps (35%) and encouraging users to interact with QR codes (50%), the basic yet proven and effectively used means of interaction, such as email are being undervalued.
SMS (26%) is used less as a channel to interact with brands as well, while location-based marketing only is used by 17% of respondents as the chart below shows.
Optimizing email and existing interaction channels for the mobile user should be a priority, as is having a smart integration of mobile channels in a broader cross-channel marketing approach.
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