Aberdeen Group Publishes Key Study on How Top Companies Extend Marketing in the Mobile Channel

Complimentary Copy from iLoop Mobile Available Now: Learn How Leading Companies Embrace Mobile Marketing to Reach Consumers on the Go

SAN JOSE, CA -- Sept. 17, 2009 -- iLoop Mobile, the leader in mobile marketing solutions and services, along with other industry underwriters, are making available a complimentary copy of a new important study on the ROI and effectiveness of mobile marketing by Aberdeen Group entitled "The ROI on Mobile Marketing: Why It Pays to Reach Consumer on the Go."

According to a new report, leading organizations are engaging in anytime, anywhere marketing through mobile devices in ways that yield positive business outcomes, including increased customer acquisition, retention and profitability.

The report finds that 65% of Top Performer companies, compared to 13% of Laggard companies, are currently satisfied with their average return on marketing investment (ROMI) on mobile marketing campaigns. By contrast, only 40% of Top Performers, compared to 8% of Laggards, are currently satisfied with their average ROMI on traditional media (TV, radio, print). The fact that leading companies are 1.6 times more satisfied with their ROMI on mobile marketing versus marketing through traditional media helps explain why 62% of companies are increasing their budgets for mobile marketing even as they reduce or completely eliminate programs in many other areas.

The study outlines the strategies top performing companies have adopted in making mobile marketing part of their business, and includes best practices for the development and execution of mobile marketing campaigns. It explores important organizational actions, such as hiring resources that have mobile as part of their job descriptions, that top performing companies all have in common regarding success in mobile marketing. The report suggests that success in mobile marketing requires an internal company strategy for mobile, internal organizational capabilities, and establishing performance metrics for the channel.

No longer just the domain of text message based interactions and transactions with consumers, Aberdeen reports that mobile marketing has become a quickly evolving, sophisticated marketing channel with capabilities to create unique brand experiences and consumer interactivity. Top performing companies are now adopting multi-channel mobile marketing campaigns and initiatives that involve integration with traditional marketing channels and Websites, the creation of mobile Internet sites, rich media and video, mobile couponing, and many other mobile marketing capabilities ideal for today’s mobile consumer.

"The Aberdeen mobile marketing report is an important piece of research that will certainly help companies substantiate their investments into leveraging and building out their mobile marketing practice," said Michael Becker, VP Mobile Strategies and iLoop Mobile. "The report makes it clear that companies seeing success with mobile marketing are using it as a core element of their overall strategy, rather than seeing it simply as a tool for ad hoc campaigns."

Access your complimentary copy here, offer expires October 30th, 2009.

Source: iLoop Mobile