Senior marketers are lukewarm about mobile’s importance to their local marketing agendas, according to results from a new study by the CMO Council. Asked how mobile will impact their local marketing mix in the year to come, a plurality 33% said they are still investigating the opportunity in mobile. Separately, just 6% rated mobile as important to the success of their local marketing strategies.
Still, mobile ought to become more important this year. More than 1 in 10 respondents said they’re increasing their investment into mobile application development with significant local connections (13%) and that mobile will more directly connect their global and local campaigns (12%). Another 10% believe that mobile will become as important as search and social as drivers to local experiences. Read the rest at MarketingCharts.