Mobile steps up, but marketers slow to react

Close to half of 18-34 year olds in the UK say their mobile device is their first and most important screen

Increasing mobile demand on the part of consumers indicates a growth in mobile marketing opportunities. Yet, many companies aren't focused enough on their brand's mobile presence.

For example, in the United Kingdom, 46 percent of 18-34 year olds now say their mobile device is their first and most important screen--beating out the TV and the PC, finds a recently published report commissioned by mobile commerce company Weve.

Thirty-nine percent of those over 18 years old say their mobile device is the screen they look at most often, and one-in-ten turn to their mobile phone first when making online purchases.

Mobile is rising at a similar, rapid trajectory in the United States, representing rich mobile marketing opportunities.

A Pew report from earlier in the year showed that 28 percent of cell owners used their phone while inside a store to look up product reviews and 27 percent used their phones to see if they could get a product at a better price elsewhere.

Still, many companies aren't focused enough on their brand's mobile presence.

A recent article in The Drum presents several reasons mobile marketing is lagging compared to more traditional marketing channels.

For one, CMOs want a clear view of their digital spend. Unfortunately, mobile is not yet integrated well into traditional digital tracking systems, says James Hilton, chief executive of M&C Saatchi Mobile.

"Conservative attitudes and media plans created well in advance mean advertisers have struggled to adapt to the meteoric shift in consumer behaviour," Paul Coggins, VP of mobile at EBuzzing, tells the publication.

"The way tablets and smartphones have developed created significant obstacles for brands," he adds. "Mobile video has been a notoriously difficult nut to crack; traditional pre-roll formats haven't been particularly successful. These challenges mean brands haven't always given mobile the attention it deserves."

Meanwhile, James Connelly, co-founder and managing director of Fetch, tells The Drum that many companies aren't taking mobile seriously because their competitors aren't either--killing any motivation to focus on mobile.

"There isn't one single cause of this gap," says Paul Berney, CMO at the Mobile Marketing Association.

"It is a combination of things like a need for more research to prove the effectiveness of mobile marketing and a lack of skills and knowledge among marketers," he says.

For more:
- read The Drum article

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