Newcastle based sales and marketing specialists, Complete One were stunned to discover that up to 65% of the UK’s most senior marketers find it “quite hard” to show a clear return on investment when it comes to their mobile ad spend.
With constant advances in technology, there are a multi-tude of marketing platforms for brands. Research shows that more people in the world have mobile phones than toilets, potentially making mobile marketing a huge market for brands.
A study carried out by Opera Mediaworks and Censuswide, consisting of 100 senior UK marketers, found that 40% of those senior marketers were not comfortable using mobile as an advertising channel, despite having more than 11 years of experience. And it’s not just a generation thing, 50% of marketers, with less than five years experience, also stated that they were “not comfortable” using mobile advertising. However despite voicing concerns, 41% of the younger marketers stated that it was “extremely easy” to show return on investment on mobile ad spend.
Head of mobile at DigitasLBI, Ilicco Elia, says the study has highlighted the fact that there is a gap in thinking between younger and older marketers. “It is telling that 65% of those who have ‘more than eleven years experience’ find it ‘quite hard’ to show ROI but 41% of those with less than five years experience found it ‘extremely easy’. If we equate experience with age, does this prove that being a digital native marketer impacts campaigns? Said Ilicco when speaking on the matter.
Digital planning director at J. Walter Thompson London, Julie Roberts believes that the study confirms what many marketers already know. “It is certainly more difficult to prove ROI on mobile advertising. Consumers spend more ‘internet time’ on their mobile phones, but there doesn’t seem to have been an equal increase in mobile commerce” she says.
Marketers with 11 years of experience invest only 11% of their campaign budget on mobile, according to the study, In comparison, marketers with 6 to 10 years of experience invest 34%, while marketers with less than five years invest 29% of their ad spend.
UK commercial director at Opera Mediaworksm’, Chris Blight believes there is evidence of high-profile brands making money out of mobile. “The proportion of traffic to JohnLewis.com from mobile devices increased to 60% in 2015, up from 42% in 2013,” he explains. “This has resulted in a 68% growth in mobile revenues and clearly demonstrates the consumer’s desire to purchase items anywhere, anytime, something advertisers need to be very aware of when planning their media.”
As a firm that specialises in direct marketing, naturally Complete One believe that their form of marketing is the most effective. Complete One specialise in below-line customer acquisition through in-person promotions at events and venues throughout the North East. At Complete One, their main focus is to bridge the gap between client and consumer using events based marketing campaigns. Rather than high-cost and impersonal digital advertising campaigns, Complete One have gone back to basics to utilise the most proven and effective form of marketing….face to face conversations. They provide cost-effective, measurable and tailor-made marketing strategies that deliver ‘the personal touch’ and guarantee high ROI, making their services highly sought after.
With consumers spending hours on mobile devices every day, brands need to improve their understanding in order to maximise the capabilities of mobile advertising. While Complete One believes that in-person interactions with customers will always be the most effective form of marketing, particularly for building brand loyalty, companies can’t ignore the massive potential of mobile advertising.
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