Mobile Marketers Most Interested In Apps & Barcodes
Mobile
December 2011 -- According to an AT&T survey of U.S. marketing executives, mobile marketing is an integral part of their 2012 marketing strategy -- with mobile apps (43%) and mobile barcodes (41%) ranking highest as mobile marketing strategies companies are interested in deploying in the next 12 months.
The study's objective was to understand the opinion and attitudes of marketing and advertising executives toward mobile marketing, specifically 2D mobile barcodes and the factors that could potentially accelerate their use in the future. Key findings:
- One out of two (52%) executives currently use mobile marketing as part of their overall marketing strategy
- Fifty-five percent of marketers who do NOT have a mobile strategy this year plan to implement one in 2012
- Nearly nine out of 10 (88%) respondents expect their mobile marketing program to increase in 2012
- Half (51%) of respondents are still trialing mobile marketing, while 46% say it is an integral aspect of select marketing initiatives
- Mobile marketing strategies companies would be interested in deploying in the next 12 months:
- Mobile apps - 43%
- Mobile barcodes (example: QR codes) - 41%
- Banner ads – 40%
- Mobile web – 35%
- SMS messages – 34%
- Digital signage – 17%
- All of the above – 17%
- Two-thirds (66%) of respondents agree that mobile barcodes will drive innovation in mobile marketing in the next year
- Nearly nine of 10 (87%) say consumer demand is an important or very important criterion for them to increase their use of mobile barcodes
- Respondents say key factors in their use of mobile barcodes include security (83%) and cost (84%)
- One third (34%) of respondents believe barcodes can increase awareness of products and services while 44% believe barcodes can help brands engage with customers.
About: AT&T's Mobile Barcode Marketing Survey was conducted online in September 2011 with 501 marketing or advertising professionals working at a U.S. based company with more than 1,000 employees. Respondents held a director or higher title and were personally involved with making or overseeing marketing or advertising program decisions for their company.
Source: Marketing Charts, Mobile Marketers Most Interested in Apps, Barcodes, December 7, 2011.
