A third of companies surveyed by Kingfish Media currently have a mobile strategy in place, and among those who don’t, two thirds plan to have one within the next 12 months. Not a lot of investment is currently taking place, though. Only about 12 percent of brands’ marketing spend is on mobile. However, the vast majority of respondents (82 percent) plan to increase their spending on mobile over the next year, with 30 percent taking the budget from mainstream marketing and advertising.
Currently two thirds of companies use a mobile website, while 28 percent are using a native app. Some 27 percent are using both.
In 2012, respondents foresee an increase in native app development as 43 percent plan to have an app and 49 percent report they will be using an app and mobile site.
Most commonly, brands are using mobile initiatives to build or grow relationships, which explain why the most popular content types are currently social media, branded, email capabilities, geo-location or maps and general reference.
Original branded content, ads, expert content and videos are the types of content used most often in mobile format.
Commerce over mobile channels is slow to take hold among respondents. Less than 20 percent are currently conducting mobile commerce, mostly over a mobile web site. Interest does rise for 2012.
Nearly 60 percent are tracking visitors to their website from mobile devices, usually with Google Analytics. Among those tracking, companies are finding that a relatively small percentage of traffic is coming from a mobile device—on average 8%. And only about 10% of customer/prospects are using a mobile app developed by the company.
http://www.contentmarketinginstitute.com/2011/06/mobile-study-and-content-marketing/
In 2012, respondents foresee an increase in native app development as 43 percent plan to have an app and 49 percent report they will be using an app and mobile site.
Most commonly, brands are using mobile initiatives to build or grow relationships, which explain why the most popular content types are currently social media, branded, email capabilities, geo-location or maps and general reference.
Original branded content, ads, expert content and videos are the types of content used most often in mobile format.
Commerce over mobile channels is slow to take hold among respondents. Less than 20 percent are currently conducting mobile commerce, mostly over a mobile web site. Interest does rise for 2012.
Nearly 60 percent are tracking visitors to their website from mobile devices, usually with Google Analytics. Among those tracking, companies are finding that a relatively small percentage of traffic is coming from a mobile device—on average 8%. And only about 10% of customer/prospects are using a mobile app developed by the company.
http://www.contentmarketinginstitute.com/2011/06/mobile-study-and-content-marketing/
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