Velti & Independent Research Firm Reveal Growth Opportunities in Marketers’ Flawed Approach to Mobile

  Velti & Independent Research Firm Reveal Growth Opportunities in Marketers’
  Flawed Approach to Mobile

   Study shows too many mobile marketers — 78% — are rooted in their PC and
         audience paradigms, while only 43% use real-time information

Business Wire

SAN FRANCISCO -- November 20, 2012

Velti (NASDAQ: VELT), the leading global provider of mobile marketing and
advertising technology, today released new data from a commissioned study
conducted by Forrester Consulting on behalf of Velti. The study reveals key
findings of the industries’ approach to mobile, including that marketers are
repeatedly treating mobile merely as an extension of the desktop and using
measurements made for the PC to gauge success for mobile mediums.
Additionally, while many respondents cite customer acquisition as their number
one marketing objective on mobile, the vast majority of brands’ spend for
mobile has been focused on upper funnel tactics such as display ads.

Mobile phones now exceed more than 6 billion globally, making mobile the
fastest growing digital medium, yet the survey showed that marketers are
merely using the same tactics and campaigns that are designed for the Web by
simply shrinking them to a smaller screen. According to the Forrester study,
marketers continue to rely on aggregate demographic data, or paradigms carried
from non-mobile media, to target their audience rather than building profiles
of individual consumers based on trust and offered utility. Among the
marketers surveyed, 78 percent use audience data, 71 percent use individual
behaviour information for targeting, while only 64 percent are leveraging
profile information unique to mobile devices. The main source for this flawed
approach is that the majority of marketers are using metrics designed for the
PC to gauge the success of mobile marketing and advertising initiatives, such
as volume of website traffic & visitors (63%) and click through rates (58%).

“We believe this study shows that marketers need to look at the entire
marketing funnel and realize that mobile is severely undervalued,” said
Krishna Subramanian, CMO of Velti. “There is huge potential to capitalize on
the mobile platform, and, to be effective, marketers need to take a
mobile-first approach instead of treating mobile as an extension of the
desktop. The majority of mobile marketing spend today is on advertising to
anonymous consumers, but with the intimacy and rich context offered by mobile,
the true potential lies in conversion and engaging in conversations with
existing customers.”

Contradictory Approach

According to the study, many marketers are acting in a contradictory manner to
achieving their stated primary objective. While most marketers are heavily
investing on upper funnel tactics such as display ads, the majority cite lower
funnel objectives, such as customer acquisition, as a primary driver of their
mobile marketing and advertising strategy.

With consumers ingesting media across a growing number of screens, it will
become crucial for marketers to not only understand how consumers use mobile
devices, but also how they use them in parallel with other mediums. The study
found that only 54 percent of marketing executives were leveraging data from
multiple screens to build customer profiles.

Among the executives surveyed, 90 percent cite using mobile advertising
tactics that drive awareness, while only 48 percent are using mobile marketing
tactics that drive customer acquisition and engagement. When asked to identify
which mobile tactics they used, the majority focused on mobile advertising

  *66 percent cited social media mobile advertising
  *44 percent cited mobile display ads
  *37 percent cited mobile web landing pages with promotions
  *37 percent cited location targeted advertising

Conversely, a minimum amount of attention was focused on marketing, and
tactics that drive consumer relationship building: only 27 percent used
push-based alerts and 25 percent used location-based advertising.

When asked to identify what objectives marketers are pursuing with mobile
advertising and marketing initiatives today, experienced marketers identified
the top objectives as:

  *90 percent— acquire new customers
  *83 percent— increase loyalty and retention
  *83 percent— increase brand awareness
  *76 percent— increase customer satisfaction

The full White Paper can be found here:

About Velti

Velti is the leading global provider of mobile marketing and advertising
technology and solutions that enable brands, advertising agencies, mobile
operators and media to implement highly targeted, interactive and measurable
campaigns by communicating with and engaging consumers via their mobile
devices. The Velti platform, called Velti mGage^TM, allows customers to use
mobile and traditional media to reach targeted consumers, engage the consumer
through the mobile Internet and applications, convert them into customers and
continue to actively manage the relationship through the mobile channel. Velti
is a publicly-held corporation based in Jersey, and trades on the NASDAQ
Global Select Market under the symbol VELT. For more information, visit


Velti PR Contact:
SutherlandGold Group
Victoria Krammen, 415-848-7178
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