Mobile marketing programs and budgets are projected to increase in 2012, but 37% of businesses report that a lack of strategy inhibits their adopting mobile marketing, and 22% cite a lack of resources. Those results are according to [pdf] the “StrongMail Mobile Marketing Survey 2012,” conducted in April 2012, of more than 800 business leaders worldwide.
Mobile websites (70%), mobile applications (55%) and QR codes (49%) are the most popular forms of mobile marketing, but less than half of marketers are currently running any of them.
Of those who are, 57% have only been running them for a year or less. However, the opportunity is not lost with marketers, as 75% of businesses not currently running programs plan to within a year or more – and of those businesses that are, 70% expect to see their budgets increase over the same time period. The survey results also highlight a real opportunity for marketers to embrace and integrate mobile with email and other digital channels to properly engage customers at various stages of the customer lifecycle. Read the rest at Marketing Charts.