The majority of large firms – and an even greater proportion of small firms – do not have a mobile marketing strategy in place.
Research published by KingFishMedia entitled Mobile Marketing: Plans, Trends and Measurability finds 62 per cent of companies with no such strategy currently in effect expect to create one in the coming year.
At present, however, those who are able to move quickly to begin targeting their mobile marketing efforts join a relatively small group.
Less than half (45 per cent) of firms with 1,000 or more employees have an initiative in place to advertise to people on the move.
Among the survey respondents as a whole, that proportion drops to around a third.
“Two-thirds of companies utilise a mobile website, while 28 per cent are using a native app – 27 per cent are using both,” the report notes.
KingFishMedia celebrates its tenth anniversary in 2011 and has spent the past decade providing marketers with custom media channels for publishing marketing content