Despite ongoing chatter about the channel for several years now, mobile marketing usage increased sharply last year. In a November 2014 Salesforce Marketing Cloud study, 46% of marketers worldwide reported using some form of mobile marketing, compared with 23% studied in the prior year. Nearly two-thirds of mobile marketers said mobile produced, or would eventually produce, return on investment, and 70% said the channel was a critical enabler of products and services—up 13 percentage points year over year.
Customer loyalty pays off—just ask Amazon.com and take a look at the loyalty of holiday gift givers—and marketers were bringing these efforts to mobile. Loyalty efforts were the most popular type of mobile campaigns, used by 37% of respondents. Mobile marketers also took advantage of prime shopping seasons, with 36% using the channel for holiday or event campaigns. The same percentage also sent SMSs that promoted email subscriptions. Read the rest at eMarketer.