The penetration of smartphone ownership in Australia is one of the highest in the developed world and the numbers are continuing to rise. According to Frost and Sullivan, around 41 per cent of Aussies currently own a smartphone and this number is expected to hit 65 per cent in the next five years*.
For most Australians, the mobile phone is rarely out of sight, providing marketers with an almost constant point of contact with their target audience and presenting a range of opportunities to engage on a deeper level than ever before.
Consumers can now be targeted with instant offers and promotions, based on factors such as their location, preferences and demographics. With new apps and m-commerce technologies being developed each and every day, mobile is a channel marketers cannot afford to ignore.
To gauge how marketers are implementing mobile into their cross channel marketing and advertising strategies, Responsys partnered with Econsultancy to survey the behavior of 650 professionals from around the world. Respondents ranged from both companies (in-house marketers) and supply-side (including agencies and consultants) and the results paint a revealing picture of where mobile sits in the marketer’s list of priorities.
Overall, we found that marketers are integrating a range of different mobile channels into their digital strategy, and while this is encouraging, it is also clear that many are missing an opportunity to further engage consumers and maximise revenue potential.
* The Frost and Sullivan Australian Mobile Device Usage Trends report 2012